Subsistence and Sustainability

Viswanathan, Madhu; Jung, Kiju; Venugopal, Srinivas; Minefee, Ishva; Jung, In Woo

doi:10.1177/0276146713499351

Cited by 64 publications

(18 citation statements)

References 77 publications

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“…Besides the business opportunities in these new markets, there is the question of how marketing to these new demographics plays a role in poverty alleviation (Kotler et al 2006). Therefore marketing literature on the BoP can be divided into two streams: case studies on specific markets (Alur and Schoormans 2013; Banbury, Herkenhoff, and Subrahmanyan 2015; Chikweche and Fletcher 2011a; Davies and Torrents 2017;Jagadale, Kadirov, and Chakraborty 2018;Viswanathan et al 2014;Viswanathan and Rosa 2010), and how marketing strategies and consumer behavior more generally might differ in these markets (Agnihotri 2012;Bonsu and Polsa 2011;Kotler et al 2006;Piacentini and Hamilton 2013;Sheth 2011;Subrahmanyan and Tomas Gomez-Arias 2008;Yurdakul, Atik, and Dholakia 2017).…”

Section: Literature Review Macromarketing At the Bopmentioning

confidence: 99%

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Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First?

Howell

Sinha

Wagner

et al. 2019

Journal of Macromarketing

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While consumer and marketing research in developed markets is an established field, research on consumers in an Bottom of the Pyramid (BoP) setting is less established and mostly conceptual or qualitative. This paper examines the individual heterogeneity and the local context of BoP consumers with an empirical study on consumption of low cost bottled water on the Kenyan coast and the capitals of Uganda and Rwanda. The empirical analysis builds on existing research exploring consumer behavior, and it studies a database of 713 bottled water consumers in Kenya, Uganda and Rwanda. Consumers with a higher level of education were less likely to be late consumers. Additionally, early consumers were more likely to purchase due to a purposeful search for a bottled drinking water solution. Since we control for location specific effects we highlight the importance of supply driven consumption in the BoP market. Furthermore, the results suggest that the two water companies may not be reaching their targeted low-income consumers but rather middle class consumers. The research contributes to the larger BoP debate by presenting evidence that consumers in a BoP setting may purchase more on the basis of supply of a product rather than other socio-demographic factors such as income.

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Section: Literature Review Macromarketing At the Bopmentioning

confidence: 99%

“…One way to look at consumer heterogeneity is through timing of purchase and how BoP consumers may differ based on their time of purchase. Timing is relevant due to the severe budget and income constraints BoP consumers face that affect timing of purchase (Viswanathan et al 2014;Yurdakul, Atik, and Dholakia 2017).…”

Section: Introductionmentioning

confidence: 99%

Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First?

Howell

Sinha

Wagner

et al. 2019

Journal of Macromarketing

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“…Questioned, however, is the extent to which this "future-for-others" (Brosius et al, 2013, 289) perspective actually motivates individuals to move towards sustainability (Prothero, Dobscha, Freund, Kilbourne, Luchs, Ozanne, & Thøgersen, 2011;Viswanathan, Jung, Venugopal, Minefee, & Jung, 2014). Further, issues such as uncertainty of environmental science, remoteness of environmental impacts and time lags (Dilling, 2007) can mean the known impact of sustainable and recycling behaviours remain distant.…”

Section: Introductionmentioning

confidence: 99%

Recycling today, sustainability tomorrow: Effects of psychological distance on behavioural practice

Schill

Shaw

2016

European Management Journal

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Much research has reported an attitude-behaviour gap in ecological behaviours. This research seeks to contribute important insights to this literature through a study that uses construal level theory (CLT) to understand the role and impact of psychological distance in explaining sustainable and recycling behaviours. Using a qualitative approach, the research found that consistency between mental construal and all dimensions of psychological distance was pertinent to recycling and sustainable behaviours. While theoretically CLT suggests there should be consistency across psychological distance dimensions and mental construal, there is limited research that explores all distance dimensions. Further, highlighted was the need for a near distance perspective to move individuals to behavioural action. Contrary to previous research, this served to facilitate rather than inhibit behavioural action. Finally, the results suggest that where sustainable behaviours are facilitated and/or required engagement in behaviour can be increased. These findings are important for public policy by highlighting the need to represent recycling behaviour in terms of temporal, spatial, social and hypothetical closeness. IntroductionResearch has consistently revealed widespread awareness and concern for ecological issues in a consumer context (e.g., Kilbourne & Beckmann, 1998;Polonsky, Vocino, Grau, Garma, & Ferdous, 2012;Rondinelli & Berry, 2000;Szekely & Knirsch, 2005;Steger, 2000;Van Wijk & Persoon, 2006). However, researchers are also challenged by the gap between ecological attitudes and corresponding behaviour (e.g., Carrigan & Attalla, 2001;Moraes, Carrigan & Szmigin, 2012;Papaoikonomou, Ryan, & Ginieis, 2011;Young, Hwang, McDonald, & Oates, 2010) across a range of sustainable behaviours, including recycling (e.g., Kok & Siero, 1985;Nigbur, Evanthia, & Uzzell, 2010).Sustainability and recycling behaviour are interrelated, with recycling viewed as a key issue in sustainability (Fuller, Allen, & Glaser, 1996) and dominantly as a proenvironmental consumer behaviour (e.g., Barr & Gilg, 2005;Steg & Vlek, 2009;Welfens, Nordmann, & Seibt, 2015). As such, we understand recycling, among others, as a behaviour that may offer one fruitful pathway to a more sustainable consumer society. The Brundtland report defines sustainability as "a development that meets the needs of the present without compromising the ability of future generations to meet their own needs" (Brundtland Report, 1987, 1). Here we find a discourse which seeks to motivate individuals' consumption via future-oriented arguments, where some present inconvenience is associated with long-term benefits to others.Recycling is part of this discourse. Recycling "involves systematically converting specific types of waste into useful resources by breaking down objects into their 3 constituent parts, which are then reused" (Brosius, Fernandez, & Cherrier, 2013, 288).Engaging in recycling now should have future benefits. Questioned, however, is the extent to which this "future-for-...

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“…While MNCs such as BMW spend heavily in advertising, the horse-drawn cart manufacturers are likely to advertise considerably less. Local firms and entrepreneurs in low income economies tend to rely more on informal institutions for marketing and other business-related activities (Viswanathan et al, 2013).…”

Section: Fdi and Ad Spending In Economies With Different Income Levelsmentioning

confidence: 99%

“…Second, despite a vast and growing body of literature on related concepts such as integrated marketing communications (IMC) (Kitchen and Schultz, 1999), media industry (Dutta and Roy, 2009) and penetration of various media (Buchner, 1988), there is a lack of research that explicitly focuses on ad spending. Third, while there are convincing arguments that formal and informal institutions influence all economic (North, 1996;Parto, 2005) and marketing (Upadhyaya et al, 2013;Viswanathan et al, 2013) activities, studies dealing with such institutions' impact on ad spending, especially empirical ones, are conspicuously absent from cross-country studies on advertising. Fourth, while scholars have paid some attention to the effects of factors such as income and FDI on the development of advertising and related industries, they have overlooked the ways in which the magnitudes of the effects of these factors differ across economies with various levels of market development.…”

Section: Introductionmentioning

confidence: 99%

Drivers of Cross-National Variation in Advertising Spending: A Longitudinal Analysis of the Effects of Freedom and Foreign Direct Investment

Kshetri

Alcantara

2016

Australasian Marketing Journal

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We examine the effects of freedom and foreign direct investment on ad spending. We also assess possible differential effects of foreign direct investment (FDI) on ad spending across economies with different income levels. We employed random effect time-series cross-sectional (TSCS) models linear in parameters for fifty economies using annual data from Euromonitor and other sources for the 2000-2013 period. We found that freedom and FDI have significant effects on ad spending. A theoretical contribution of this study to the literature consists in showing that macrolevel environmental factors such as political freedom and FDI are crucial for understanding how firms allocate their ad spending to national markets. It also shows that the effect of FDI on ad spending is more salient in low income economies than in high income economies.Article:

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Subsistence and Sustainability

Cited by 64 publications

References 77 publications

Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First?

Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First?

Recycling today, sustainability tomorrow: Effects of psychological distance on behavioural practice

Drivers of Cross-National Variation in Advertising Spending: A Longitudinal Analysis of the Effects of Freedom and Foreign Direct Investment

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