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Christian Fuentes

Christian Fuentes

Universitetslektor

Christian Fuentes

Images of Responsible Consumers: Organizing the Marketing of Sustainability

Författare

  • Christian Fuentes

Summary, in English

Purpose: The purpose of this paper is to examine and explain what organizes the marketing of retail sustainability.



Design/Methodology/Approach: Theoretically, this paper takes a marketing-as-practice approach and makes use of practice theory to conceptualize the marketing of sustainability. Methodologically, an ethnographic study of three Swedish retail chains and their marketing work has been conducted. Interviews with management, observations made at the stores of these three retailers and various marketing texts and images produced by these retailers form the material analysed.



Findings: This paper illustrates three different ways of marketing and enacting sustainability. It shows that sustainability is framed differently and, indeed, enacted differently in order to fit various ideas about who are the responsible consumers. The argument is that rather than consumer demand, supply pressure or media scandals, the marketing of sustainability is in each of the cases studied configured around a specific notion of the responsible consumer. What sustainability work is marketed, through which devices it is marketed, and how it is framed is guided by an idea of whom the retailers’ responsible consumers are, what their lifestyles are, and what they will be interested in. Images of responsible consumers work as configuring agents around which retailing activities and devices are organized.



Originality/value – The paper provides an in-depth analysis of the marketing of sustainability and offers a new explanation about what it is that influences the various approach to sustainable marketing taken by retailers.

Avdelning/ar

  • Institutionen för service management och tjänstevetenskap

Publiceringsår

2015

Språk

Engelska

Sidor

367-385

Publikation/Tidskrift/Serie

International Journal of Retail & Distribution Management

Volym

43

Issue

4-5

Dokumenttyp

Artikel i tidskrift

Förlag

Emerald Group Publishing Limited

Ämne

  • Social Sciences Interdisciplinary

Nyckelord

  • Sustainable
  • marketing
  • qualitative method
  • consumer
  • images
  • practice theory
  • marketing-as-practice

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 0959-0552