Caroline J. Oates’s research while affiliated with The University of Sheffield and other places

The importance of adolescents’ influence on family pro-environmental behavior is attracting significant research attention. Drawing from the socialization perspective, the impact of adolescents’ environmental concern and environmental knowledge on parental pro-environmental attitudes and pro-environmental behaviour is investigated. The mediating impact of parental attitude towards an adolescent’s influence and parental belief in the environmental knowledge of the adolescent is also explored. The study also looks at the moderating role of two different adolescent influence strategies. The conceptual model is validated using data collected from 352 parent-adolescent dyads in India. Results show that adolescents’ environmental objective knowledge does not have any impact on parental pro-environmental attitudes and behaviour while environmental concern is a key factor. Overall, parents as learners do not simply play a passive role in the environmental reverse socialization process, challenging the traditional understanding of reverse socialization theory.

Purpose Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper aims to interrogate why marketing is failing to address the challenge of sustainability and identify alternative approaches. Design/methodology/approach The constraint in theoretical development contextualises the problem, followed by a focus on four key themes to promote theory development: developing sustainable people; models of alternative consumption; building towards sustainable marketplaces; and theoretical domains for the future. These themes were developed and refined during the 2018 Academy of Marketing workshop on seeking sustainable futures. MacInnis’s (2011) framework for conceptual contributions in marketing provides the narrative thread and structure. Findings The current state of play is explicated, combining the four themes and MacInnis’s framework to identify the failures and gaps in extant approaches to the field. Research limitations/implications This paper sets a new research agenda for the marketing discipline in quest for sustainable futures in marketing and consumer research. Practical implications Approaches are proposed which will allow the transformation of the dominant socio-economic systems towards a model capable of promoting a sustainable future. Originality/value The paper provides thought leadership in marketing and sustainability as befits the special issue, by moving beyond the description of the problem to making a conceptual contribution and setting a research agenda for the future.

The fourth paper, by Bettany and Kerrane (2016) entitled "The socio-materiality of parental style: negotiating the multiple affordances of parenting and child welfare within the new child surveillance technology market", takes the reader on a stimulating journey into quite a different context of the digital world and its impact upon the well-being of children, with an analysis of parental style and child welfare in relation to child surveillance technologies (CST) - specifically child GPS trackers (CGT). [...]as editors of this special section of the European Journal of Marketing, we hope that this collection of papers will inspire new research and further insights into this important area.

PurposeThe purpose of this paper is to examine the ways in which academic researchers frame and conduct sustainability research and to ask to what extent we are limited by these frames. Methodology/approachOur approach is based on an epistemological critique. We begin with a discussion of the ways in which sustainable consumption has been conceptualised within marketing; we question the influence of positivist social science research traditions and examine how research on sustainability is impacted by the structure of academia. FindingsOur critical reflection leads us to suggest three ways in which sustainability research might be re-framed: a reconsideration of language, a shift in the locus of responsibility and the adoption of a holistic approach. Research implicationsWe propose that in order to make progress in sustainability research, alternative frames, terms, units of analysis, method(ologies) and research ambitions are needed. Originality/valueBy making visible our collective, unexamined assumptions, we can now move forward with new questions and agendas for sustainability research.

This chapter analyses how micro-organizations operating in the UK’s slow-fashion industry communicate online with their target audiences and promote sustainability utilising the RACE Framework. It focuses on the challenges these companies are facing, as well as aspects these organizations are handling well within their online communication. Furthermore, it outlines current events, issues, and challenges faced in the slow-fashion industry before presenting a brief literature review on online communication. A case study approach provides the basis for analysis by following and extending the RACE Framework. The concluding remarks highlight key implications and highlights potential areas of further study.

Purpose The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers. Design/methodology/approach This research is qualitative in nature, utilising a multi-methods case study approach (semi-structured interviews, semiotics, questionnaires). Grounded analysis was applied to analyse the data. Findings Findings indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements. Research limitations/implications Due to the nature of this research the sample size is limited and may not be generalised. Data were collected in the UK and are limited to a geographical region. Practical implications An important implication is that defining sustainable fashion is vital in order to avoid challenges, such as greenwashing, which were faced in other industries that have a longer history in sustainable practices. Micro-organisations should take advantage of identifying key sustainable fashion criteria, which will enable them to promote their fashion collections more effectively. Social implications The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions). Originality/value The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.

Purpose – This paper analyses the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach – Qualitative methodological tools including semistructured interviews, semiotics, Twitterfeed, and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings – The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs, and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications – This research focuses on five microorganisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications – Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value – This study investigates two under-researched areas; IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.

In this working paper we present the initial findings from a 2013 postal survey into green and ethical household behaviour. 457 usable questionnaires were returned from 3000 householders in a large northern city in the UK, giving a response rate of 15%. Respondents provided details about their levels of participation in green and ethical activities, their attitudes towards such behaviour, recent purchase decisions in different product categories, and information use and dissemination. Questions were derived from an earlier piece of qualitative research in which we carried out in-depth interviews with self-identified green consumers and a previous quantitative questionnaire. Our latest findings provide evidence to support varying levels of involvement in green and ethical activities, with differences in participation, attitudes, and information seeking. These differences are discussed and marketing implications identified.