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Open Access
Article
Publication date: 12 December 2023

Christine T. Domegan, Tina Flaherty, John McNamara, David Murphy, Jonathan Derham, Mark McCorry, Suzanne Nally, Maurice Eakin, Dmitry Brychkov, Rebecca Doyle, Arthur Devine, Eva Greene, Joseph McKenna, Finola OMahony and Tadgh O'Mahony

To combat climate change, protect biodiversity, maintain water quality, facilitate a just transition for workers and engage citizens and communities, a diversity of stakeholders…

Abstract

Purpose

To combat climate change, protect biodiversity, maintain water quality, facilitate a just transition for workers and engage citizens and communities, a diversity of stakeholders across multiple levels work together and collaborate to co-create mutually beneficial solutions. This paper aims to illustrate how a 7.5-year collaboration between local communities, researchers, academics, companies, state agencies and policymakers is contributing to the reframing of industrial harvested peatlands to regenerative ecosystems and carbon sinks with impacts on ecological, economic, social and cultural systems.

Design/methodology/approach

The European Union LIFE Integrated Project, Peatlands and People, responding to Ireland’s Climate Action Plan, represents Europe’s largest rehabilitation of industrially harvested peatlands. It makes extensive use of marketing research for reframing strategies and actions by partners, collaborators and communities in the evolving context of a just transition to a carbon-neutral future.

Findings

The results highlight the ecological, economic, social and cultural reframing of peatlands from fossil fuel and waste lands to regenerative ecosystems bursting with biodiversity and climate solution opportunities. Reframing impacts requires muddling through the ebbs and flows of planned, possible and unanticipated change that can deliver benefits for peatlands and people over time.

Research limitations/implications

At 3 of 7.5 years into a project, the authors are muddling through how ecological reframing impacts economic and social/cultural reframing. Further impacts, planned and unplanned, can be expected.

Practical implications

This paper shows how an impact planning canvas tool and impact taxonomy can be applied for social and systems change. The tools can be used throughout a project to understand, respond to and manage for unplanned events. There is constant learning, constantly going back to the impact planning canvas and checking where we are, what is needed. There is action and reaction to each other and to the diversity of stakeholders affected and being affected by the reframing work.

Originality/value

This paper considers how systemic change through ecological, economic, social and cultural reframing is a perfectly imperfect process of muddling through which holds the promise of environmental, economic, technological, political, social and educational impacts to benefit nature, individuals, communities, organisations and society.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 20 September 2021

Seda Yıldırım

The adoption of digitalization and sustainability is key phenomenon that has changed perception and behaviors of people recently. As there is a rising power of digital…

9433

Abstract

Purpose

The adoption of digitalization and sustainability is key phenomenon that has changed perception and behaviors of people recently. As there is a rising power of digital communication by social media platforms, there is higher interaction between people globally. In addition, consumers can influence each other to adopt new consumption pattern. At this point, this paper aims to examine the role of green women influencers on promoting sustainable consumption patterns via social media platforms.

Design/methodology/approach

This study employed qualitative research method. The study included four top-lists for green/sustainable social media influencers as a sample case. Then, the data were analyzed by descriptive content analysis. To determine the role of green women influencers in sustainable consumption, this study used classification and categorization technique through descriptive content analysis.

Findings

The study indicates that green women are seen as a primary social media influencer because of promoting sustainable consumption patterns in general. Especially, green women have more power to change consumption patterns via digital platforms. Green women social media influencers, who are micro-celebrities, share primary contents such as sustainable fashion, green foods, sustainable travel, sustainable lifestyle, conscious choices, green cosmetics and zero waste life to promote sustainable consumption patterns. Women social media influencers are much more effective than men influencers to transform society's consumption behaviors into sustainable consumption patterns.

Research limitations/implications

The study provides some qualitative findings based on the selected four top-listed green social media influencers by different social media platforms. Future studies can find out different results based on different sample cases and employ quantitative research methodology.

Practical implications

The study suggests policymakers to cooperate with green women social media influencers to achieve sub-targets of 2030 Sustainable Development Goals (SDGs). Especially, it is suggested to cooperate with micro-celebrities or Internet celebrities to promote sustainable consumption patterns.

Originality/value

The study proves that women social media influencers have the essential role in promoting green/sustainable consumption patterns via digital platforms. In addition, green women influencers can guide their followers to adopt sustainable consumption patterns.

Details

Ecofeminism and Climate Change, vol. 2 no. 4
Type: Research Article
ISSN: 2633-4062

Keywords

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