Datum
2021-07-02Schlagwort
300 Sozialwissenschaften, Soziologie NachhaltigkeitMarketingVerstädterungLändlicher RaumVerbraucherverhaltenMetadata
Zur Langanzeige
Aufsatz
Urban and Rural Sustainability: Divergent Concepts and Their Consequences for Marketing
Zusammenfassung
Most sustainability innovations are adapted to the needs of urban areas. These innovations are either not offered at all in rural areas (e.g., car sharing) or require massive effort and restrictions to be usable or effective (e.g., ride sharing). Delving deeper than the description scholarly research needs to clarify consumers' conceptualization of sustainability in urban and rural areas. Notably, the extent to which sustainable innovations are adopted and their associated adoption dynamics with the consequences for marketers, consumers and society differ between urban and rural. Two research questions are pressing: (i) How do conceptualizations of sustainability differ between rural and urban living consumers? (ii) Which consequences for sustainable marketing management arise from differences and similarities of upstream innovations with downstream dynamics in urban and rural areas? Despite the wide range of previous research, the question of whether consumers living in urban and rural areas have a similar understanding of “sustainability” has not been comprehensively addressed. We consider the literature on both the intention-action gap in sustainability and Value-Belief-Norm Theory. This provides researchers with guidance to reveal divergences in values, motives and enablers for sustainability among people in urban and rural areas. Studies that deepen the understanding of how innovative service and product offers need to be designed to the specificities of urban and rural environments, contribute to clarifying consumers' intention-action gap.
Zitierform
In: Frontiers in sustainability Volume 2 (2021-07-02) eissn:2673-4524Förderhinweis
Gefördert durch den Publikationsfonds der Universität KasselZitieren
@article{doi:10.17170/kobra-202107294426,
author={Zulauf, Katrin and Wagner, Ralf},
title={Urban and Rural Sustainability: Divergent Concepts and Their Consequences for Marketing},
journal={Frontiers in sustainability},
year={2021}
}
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2021-08-02T14:15:41Z 2021-08-02T14:15:41Z 2021-07-02 doi:10.17170/kobra-202107294426 http://hdl.handle.net/123456789/13066 Gefördert durch den Publikationsfonds der Universität Kassel eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ sustainable marketing urban rural sustainable consumers intention-action gap 300 Urban and Rural Sustainability: Divergent Concepts and Their Consequences for Marketing Aufsatz Most sustainability innovations are adapted to the needs of urban areas. These innovations are either not offered at all in rural areas (e.g., car sharing) or require massive effort and restrictions to be usable or effective (e.g., ride sharing). Delving deeper than the description scholarly research needs to clarify consumers' conceptualization of sustainability in urban and rural areas. Notably, the extent to which sustainable innovations are adopted and their associated adoption dynamics with the consequences for marketers, consumers and society differ between urban and rural. Two research questions are pressing: (i) How do conceptualizations of sustainability differ between rural and urban living consumers? (ii) Which consequences for sustainable marketing management arise from differences and similarities of upstream innovations with downstream dynamics in urban and rural areas? Despite the wide range of previous research, the question of whether consumers living in urban and rural areas have a similar understanding of “sustainability” has not been comprehensively addressed. We consider the literature on both the intention-action gap in sustainability and Value-Belief-Norm Theory. This provides researchers with guidance to reveal divergences in values, motives and enablers for sustainability among people in urban and rural areas. Studies that deepen the understanding of how innovative service and product offers need to be designed to the specificities of urban and rural environments, contribute to clarifying consumers' intention-action gap. open access Zulauf, Katrin Wagner, Ralf doi:10.3389/frsus.2021.670866 Nachhaltigkeit Marketing Verstädterung Ländlicher Raum Verbraucherverhalten publishedVersion eissn:2673-4524 Frontiers in sustainability Volume 2 false 670866
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