From consumerism to citizenship: a journey of involvement

Fearne, Andrew, Garcia, Claire and May, Claire (2008) From consumerism to citizenship: a journey of involvement. Connections: Farm, Food and Resource Issues (88).

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The level of interest in sustainability, amongst the general public and within the media, is growing week by week, giving rise to initiatives from numerous stakeholders, public and private, to inform, educate and facilitate behaviour change at the level of individual households – customers and final consumers. In this paper we argue that in order to achieve this behavioural change, the ‘sustainable shopper’ must be targeted in a meaningful and relevant manner and their motivations for purchasing more or less sustainable foods be thoroughly understood in order to maintain the momentum that govt and industry have created in shifting the balance in our lifestyles from consumerism to citizenship. Different groups of shoppers behave in different ways and for different reasons, which has important implications for policy makers, NGOs, food manufacturers and retailers seeking to stimulate a change in purchasing behaviour towards more sustainable foods. In exploring the journey which the sustainable shopper makes, from consumer to citizen, we highlight the importance of ‘involvement’ - of the individual and in the product – in shaping the marketing, merchandising and communication strategies to speed up the journey and ensure more people arrive at the desired destination.

Keywords:consumer behaviour, involvement, sustainabilty
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:13930
Deposited On:12 May 2014 14:57

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