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| Author: | Roper, S. Parker, C. |
| Title: | The rubbish of marketing |
| Journal: | Journal of Marketing Management
2008 : VOL. 24:9-10, p. 881-892 |
| Index terms: | environmental protection consumer behaviour marketing waste |
| Language: | eng |
| Abstract: | In the single-use package fmcg sector, one of the "by-products" of successful marketing is litter. This article uses marketing literature and practice to tackle what is here seen as a marketing problem - persuading consumers to change their behaviour and not drop litter. First, it is demonstrated that existing ways of capturing data about consumers' littering behaviour and attitudes towards litter are flawed. Secondly, a new, more realistic "proxy" for littering behaviour and attitudes towards litter, "little recall", is proposed. Finally, it is investigated whether there are differences in values between those that are more likely to drop litter and those that are not. |
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