What is it about?
Sustainability is generally viewed as the problem of modifying the behavior of some irresponsible actor: consumers, firms, policymakers or others. This paper presents a well-researched view that ALL must step up to the challenge; and actions of all parties need to be influenced, in interacting ways, to achieve sustainability.
Why is it important?
The dangers of not achieving sustainability -- for the planet and for people -- are grave, palpable and imminent. Just a few decades are available for concerted action before irreversible damage occurs. The approach suggested in this paper could pave the way to devise action plans that are likely to work, by influencing multiple actors in interacting fashion.
Read the Original
This page is a summary of: Toward Pro-Sustainability Actions: A Macro-Behavioral Perspective, June 2016, Emerald, DOI: 10.1108/s1548-643520160000013015.
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Google Scholar Page: Nikhilesh Dholakia
Follow the work of this author via this portal.
Google Scholar Page: Bipul Kumar
Research portal of this author. Also, the main contact person for this work.
ResearchGate: Private Use Copy
Researchers with ResearchGate accounts can request a private use copy of this paper, for personal research use.
ROMR: More sustainability papers
The source journal, the annual "Review of Marketing Research" (ROMR), vol. 13, has several more papers on sustainability. Available via publisher Emerald.
Sustainable organizations: EMC and more
Cases of organizations that are promoting sustainability .
Sustainability: Weighty Concept but Myths abound
A well-argued article from 'Scientific American'.
Sustainable Products: HBR article
Suggestions for overcoming the contradictions of "being sustainable".
More by Kumar on sustainability
Related article by first author Bipul Kumar in open-access #MGDR journal.
#MGDR journal: Likely new strong voice on sustainability
The open-access journal 'Markets, Globalization & Development Review' (#MGDR) is very incipient but, because of its positioning, likely to become a strong voice on sustainability.
ResearchGate Page: Nikhilesh Dholakia
Portal into other projects and works of #NikhileshDholakia
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