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  • Barriers to downward carbon emission: Exploring sustainable consumption in the face of the glass floor

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    77637_1.pdf (741.4Kb)
    Author(s)
    Cherrier, Helene
    Szuba, Mathilde
    ÿzçaĿlar-Toulouse, Nil
    Griffith University Author(s)
    Cherrier, Helene
    Year published
    2012
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    Abstract
    The present study explores the constraining forces to reducing greenhouse-gas emissions (GHG) via alternative and/or reduced consumption. The analysis of introspection, netnography, ethnographic work, and 18 interviews demonstrates that needs are not innate human requirements and that consumers are not free and autonomous agents able to incorporate reduce or alternative consumption within their lifestyles. Specifically, our analysis shows the existence of barriers to downward carbon emission. These barriers, which we combined under the concept of the glass floor, represent sociocultural standards preventing our informants ...
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    The present study explores the constraining forces to reducing greenhouse-gas emissions (GHG) via alternative and/or reduced consumption. The analysis of introspection, netnography, ethnographic work, and 18 interviews demonstrates that needs are not innate human requirements and that consumers are not free and autonomous agents able to incorporate reduce or alternative consumption within their lifestyles. Specifically, our analysis shows the existence of barriers to downward carbon emission. These barriers, which we combined under the concept of the glass floor, represent sociocultural standards preventing our informants from achieving their goal of reducing their carbon footprint. Our findings are presented around two main themes: the social construction of needs and the social imaginary.
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    Journal Title
    Journal of Marketing Management
    Volume
    28
    Issue
    3/4
    DOI
    https://doi.org/10.1080/0267257X.2012.658835
    Copyright Statement
    © 2012 Westburn Publishers. Published by Taylor & Francis. This is an electronic version of an article published in the Journal of Marketing Management, Vol. 28(3/4), 2012, pp. 397-419. The Journal of Marketing Management is available online at: http://www.tandfonline.com with the open URL of your article.
    Subject
    Marketing Theory
    Group Theory and Generalisations
    Business and Management
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/46940
    Collection
    • Journal articles

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