Ehrenberg-Bass Institute
Sustainable Marketing Research Outcomes
2008 was the offi cial launch of the Institute’s 7th research group – the Sustainable Marketing Research Group led by Dr Anne Sharp.
At the beginning of 2008 Dr Anne Sharp approached the Australian Advisory Board seeking approval to formalise her ongoing research into sustainable marketing by creating a dedicated research group. The board approved, commenting that the Institute had the opportunity to make a positive contribution to this topical research area.
Why is sustainable marketing important?
We are faced with a host of sustainability challenges – pollution, loss of biodiversity, and climate change. Our consumption is the cause of much of this.
To tackle these challenges effectively, society needs to make consumption changes. But in order to change, consumers must first understand what they need to do and why.
The Research Agenda
Key research questions that the Sustainable Marketing Research Group are addressing include:
• To what extent should marketers satisfy customer demand if that means either consumers health will suffer or resources will not last?
• How can we shape consumer demand for improved sustainability?
• How can we infl uence the evolution of a sustainable consumer?
Also strong on the research agenda for the group is benchmarking consumers’ knowledge and behaviours in relation to climate change and biodiversity. Research shows there is a huge knowledge gap and a lot of educating to be done if we are to bring about community change regarding the environment.
Research Outcomes for 2008
Demand for contract research in the area of sustainable marketing grew exponentially throughout 2008. Key research projects included:
• Assessment of public awareness, usage of and satisfaction with key department products and services, for the Department for Environment and Heritage (SA)
• Benchmarking and tracking the impact of the proposed plastic bag ban in South Australia on retailers and the South Australian public, for ZeroWaste (SA)
• Research into behaviour and attitudes towards water and energy saving changes in the home, for the Department of the Environment, Water, Heritage & the Arts’ Green Loans Program (Federal).
South Australian newspaper, The Independent Weekly, published an article about one of the group’s current fl agship projects – Research into the issues associated with seafood purchase and consumption for the Australian Seafood Cooperative Research Centre.
Stine Høj joined the group as a Research Associate and masters student and, with group head, Dr Anne Sharp, presented two research papers relating to attitudes and knowledge about Global Warming at the Australian and New Zealand Marketing Academy Conference in Sydney.
2008 was the offi cial launch of the Institute’s 7th research group – the Sustainable Marketing Research Group led by Dr Anne Sharp.
At the beginning of 2008 Dr Anne Sharp approached the Australian Advisory Board seeking approval to formalise her ongoing research into sustainable marketing by creating a dedicated research group. The board approved, commenting that the Institute had the opportunity to make a positive contribution to this topical research area.
Why is sustainable marketing important?
We are faced with a host of sustainability challenges – pollution, loss of biodiversity, and climate change. Our consumption is the cause of much of this.
To tackle these challenges effectively, society needs to make consumption changes. But in order to change, consumers must first understand what they need to do and why.
The Research Agenda
Key research questions that the Sustainable Marketing Research Group are addressing include:
• To what extent should marketers satisfy customer demand if that means either consumers health will suffer or resources will not last?
• How can we shape consumer demand for improved sustainability?
• How can we infl uence the evolution of a sustainable consumer?
Also strong on the research agenda for the group is benchmarking consumers’ knowledge and behaviours in relation to climate change and biodiversity. Research shows there is a huge knowledge gap and a lot of educating to be done if we are to bring about community change regarding the environment.
Research Outcomes for 2008
Demand for contract research in the area of sustainable marketing grew exponentially throughout 2008. Key research projects included:
• Assessment of public awareness, usage of and satisfaction with key department products and services, for the Department for Environment and Heritage (SA)
• Benchmarking and tracking the impact of the proposed plastic bag ban in South Australia on retailers and the South Australian public, for ZeroWaste (SA)
• Research into behaviour and attitudes towards water and energy saving changes in the home, for the Department of the Environment, Water, Heritage & the Arts’ Green Loans Program (Federal).
South Australian newspaper, The Independent Weekly, published an article about one of the group’s current fl agship projects – Research into the issues associated with seafood purchase and consumption for the Australian Seafood Cooperative Research Centre.
Stine Høj joined the group as a Research Associate and masters student and, with group head, Dr Anne Sharp, presented two research papers relating to attitudes and knowledge about Global Warming at the Australian and New Zealand Marketing Academy Conference in Sydney.
