The role of social marketing in encouraging environmentally responsible consumer behaviour is recognised. However, organisations account for a greater negative environmental impact. This study aims to identify how social marketers and organisations can reduce that impact by harnessing a valuable resource, that of employees' environmentally responsible organisational citizenship behaviours (EROCBs). Findings from focus group interviews with employees of five large UK organisations show that individual personal factors such as environmental concern, values, beliefs, norms and habits formed from domestic behaviour are fundamental toEROCBs. An important role for internal social marketing (ISM) is highlighted in identifying environmentally concerned employees, or 'internal customers,' creating incentives and removing barriers to pro-environmental behaviour. The need to increase employees' self -efficacy with respect to EROCBs is emphasised.
This study examines the nature of communal consumption in the context of audience experience of the performing arts. Building on existing literature on consumption communities and ritualistic perspectives on shared event-based consumption it uses focus groups and participant observation to investigate the experience of members of a UK symphony orchestra's audience as a consuming community (a "consumity" in short). It finds tensions between respondents' perceptions of their individual and collective experience, framed within a pervasive anxiety about the sustainability of both audience and art form. It concludes that the communal aspect of audience experience is more complex and inflected than current notions of shared consumption acknowledge, in particular with respect to the audience's sense of itself over time. It concludes by questioning the absence from current arts marketing discourse of a more integrated view of the experience of customers in a temporal context.
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