Reducing Plastic Bag Consumption: a Community Approach to Social Marketing

Traditionally, CSR discourse has focused on multinational corporations. However, the present work’s starting point was the following question: can consumer-leaders and responsible SMEs help foster societal change toward sustainable consumption? By drawing on the literature about ethical consumption and community-based social marketing, we suggest community leaders and small organizations can play a major role in this process. Through the use of news articles, broadcasts, websites, and documentaries, we compiled the Modbury case. Modbury, an iconic ‘plastic bag-free’ English town, is used as an exemplar of how a consumer activist alongside small firms can change communities, and encourage environmentally-friendly consumer behavior.


Caroline Moraes, Marylyn Carrigan, and Sheena Leek (2011) ,"Reducing Plastic Bag Consumption: a Community Approach to Social Marketing", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 580.


Caroline Moraes, University of Birmingham, UK
Marylyn Carrigan, Open University, UK
Sheena Leek, University of Birmingham, UK


E - European Advances in Consumer Research Volume 9 | 2011

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