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Though highly recommended by health organizations worldwide, breastfeeding an infant from birth for a period of several months is not universal. There is thus a need to investigate appropriate and effective means to promote this breastfeeding behavior. This study, rooted in a social marketing perspective, tests the impact of message framing and source credibility on the behavioral intention to breastfeed. A 2 x 2 factorial experiment was conducted in Indonesia, an especially relevant setting given that the percentage of Indonesian women who breastfeed is low compared to other countries. Two hundred and seventy nine pregnant women participated in this study. The findings of this study indicate that the interaction between message framing and source credibility has a significant effect on a person's attitude and intention to provide exclusive breastfeeding. In addition, this study finds that attitude is an essential determinant of intention.Abstrak: Meskipun menyusui bayi sejak lahir untuk jangka waktu tertentu sangat dianjurkan oleh berbagai organisasi kesehatan dunia, namun hal tersebut tidak universal. Oleh karena itu, perlu diadakan penelitian untuk mendapatkan cara yang tepat dan efektif untuk mempromosikan perilaku menyusui. Penelitian ini yang berakar dalam perspektif social marketing, yang menguji dampak pesan framing dan kredibilitas sumber data terhadap niat berperilaku untuk menyusui. Percobaan dengan menggunakan desain faktorial 2 x 2 dilakukan di Indonesia yang sangat relevan mengingat persentase perempuan Indonesia yang menyusui lebih rendah daripada negara lain. Penelitian ini dilakukan dengan sampel data sebanyak 279 perempuan hamil yang berpartisipasi dalam penelitian ini. Temuan dari penelitian ini menunjukkan bahwa interaksi antara pesan framing dan kredibilitas sumber data memiliki pengaruh yang signifikan terhadap sikap dan niat untuk memberikan air susu ibu (ASI) eksklusif. Selain itu, penelitian ini menemukan bahwa sikap merupakan faktor penting dalam menentukan niat.

In line with the Fifth Transformative Consumer Research Conference held at Villanova University, USA, in 2015, we chaired a dialogical track that involved seven international researchers working on ''alternative food system.'' Among many other subjects that emerged from brainstorming, three overarching themes were identified as significantly important for furthering research on ''alternative'' consumption and well-being. Manna, Ulusoy, and Batat explore the meanings behind alternative food consumption and discuss the role of ideology and anti-and post-sociocultural structures in shaping AFC meanings. Peter, Batat, and Ulusoy propose to rethink ''literacy'' in the adoption of AFC and offer a framework that represents a blueprint in the definition of literacy considering the adoption of other sustainable alternative behaviors (e.g. vegetarian diet, car pooling, recycling). Finally, Vicdan, Batat, and Hong explore social class dynamics in AFC. The three essays suggest potential areas of research with a focus on alternative modes of consumption and well-being and contribute to the theoretical conceptualization in marketing theory.

Understanding sustainability requires a system-wide perspective to guide the interpretation of problems and conceptualization of solutions. A lake sustainability Trust provided an opportunity for students to gain this perspective by examining societal, commercial, and environmental policy perspectives associated with a local endangered lake and surrounding wetlands. This was an ideal project to bring sustainability issues to life for students but was too complex for a single class to attack. This article describes a multicourse initiative that sought to heighten students’ awareness of sustainability issues using a design thinking problem-solving approach. Interviews conducted revealed concerns that educators may have in considering similar projects. The authors respond to these perceived obstacles with recommendations and a discussion of mitigation strategies. In addition to the Trust gaining direction, the design and implementation of this cross-course experiential learning initiative allowed Marketing Research and Product Design students to develop an appreciation for macrolevel sustainability issues, and environmental policy students to appreciate the value of marketing research in the development of land use plans.

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