Social normalisation: Using marketing to make green normal
Social normalisation: Using marketing to make green normal
复制标题
社会常态化：利用营销让绿色常态化
DOI：
10.1002/cb.1439
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发表时间：
2013
影响因子：
4.3
通讯作者：
Rettie R
中科院分区：
文献类型：
--
作者：
Rettie R
本文提出了一种新的环境营销方法，通过将消费者的绿色行为重新定位为正常行为来鼓励消费者采取绿色行为。这项研究是为了帮助解释绿色营销举措令人失望的表现。方法是定性的，有重点小组和广泛的刺激材料。该研究阐明了消费者概念化和采取环保行为的方式，并强调了消费者关于正常行为的重要性。研究表明，消费者更有可能采用他们认为正常的行为和产品，而被视为正常的行为和产品会随着时间的推移而发生变化。在“社会正常化”的过程中，最初被视为不同的、不属于正常行为的新活动和产品最终会成为主流，并被接受为正常行为。作为这一过程的一部分，其他行为，这一直是主流的日常做事方式，可以成为边缘化随着时间的推移。研究表明，公司和政策制定者倾向于将绿色营销举措定位为针对绿色利基市场，这阻碍了社会正常化和主流采用。绿色营销可以发挥重要作用，在社会正常化的绿色做法和产品，描绘这些作为正常的和日常的，而不是强调他们的绿色。这项研究有助于了解消费者行为和采用更可持续的产品和做法，并确定了改进绿色举措的实际方法。版权所有© 2013约翰威利父子有限公司.
This paper proposes a novel environmental marketing approach in which the adoption of greener consumer behaviours is encouraged by repositioning them as normal. The research was undertaken in order to help explain the disappointing performance of green marketing initiatives. The methodology was qualitative, with focus groups and a wide range of stimulus materials. The study illuminates the ways in which consumers conceptualise and adopt pro‐environmental behaviours and highlights the importance of consumer ideas about what is normal. The research indicates that consumers are more likely to adopt behaviour and products that they think are normal and that what is regarded as normal changes over time. New activities and products that are initially seen as different, and as outside normal behaviour, can eventually become mainstream and accepted as normal, in a process of ‘social normalisation’. As part of this process, other behaviours, which have been mainstream everyday ways of doing things, can become marginalised over time. The research suggests that companies and policy makers tend to position green marketing initiatives as targeting a green niche and that this inhibits social normalisation and mainstream adoption. Green marketing can potentially play an important role in the social normalisation of green practices and products by portraying these as normal and everyday instead of emphasizing their greenness. The study contributes to understanding of consumer behaviour and the adoption of more sustainable products and practices and identifies practical ways to improve green initiatives. Copyright © 2013 John Wiley & Sons, Ltd.