Caroline J. Oates

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The ‘attitude–behaviour gap’ or ‘values–action gap’ is where 30% of consumers report that they are very concerned about environmental issues but they are struggling to translate this into purchases. For example, the market share for ethical foods remains at 5 per cent of sales. This paper investigates the purchasing process for green consumers in relation(More)
Identifying what is, and what is not an advertisement is the first step in realizing that an advertisement is a marketing message. Children can distinguish television advertisements from programmes by about 5 years of age. Although previous researchers have investigated television advertising, little attention has been given to advertisements in other(More)
In this paper we consider the issue of advertising to children. Advertising to children raises a number of concerns, in particular the effects of food advertising on children's eating habits. We point out that virtually all the research into children's understanding of advertising has focused on traditional television advertisements, but much marketing(More)
Securing public participation in environmental actions such as recycling, energy conservation measures and green consumerism is a means of progressing towards sustainable consumption. Participation in environmental actions (EAs) has typically been studied from the individual perspective, thus largely ignoring the social context of the household which may(More)
The purpose of this paper is to elicit UK and Albanian consumers’ perceptions of food outlets in order to understand their views on supermarkets and farmers’ markets as outlets for organic food. A qualitative research methodology was chosen as the best way to get an in-depth understanding of how consumers of these two different countries understand and(More)
Traditionally, marketing of sustainable products addresses green buyers, thus missing out on the mainstream consumers and volume necessary to cover the potentially higher cost of more sustainable materials. However, how to effectively communicate more sustainable products to mainstream consumers and to increase their buying intention is still underexplored.(More)
The role of adolescents as influencers on their families’ environmental behavior is potentially a catalyst for change towards increasing eco-friendly actions. In this paper, the authors report on a cross-cultural study of ecological resocialization in France and India. Using in-depth dyadic interviews, they investigated parental styles, cultural attributes(More)
In this paper, we investigate the extent to which the use of in-home displays affects daily practices and electricity consumption. Through two pilot projects, in-home displays were installed in 33 Norwegian homes, and we provide a qualitative analysis of the effects. The results point to the potential differences in the ways households interact with the(More)
Sustainability claims have existed on fast moving consumer goods (FMCGs) for over four decades and there is evidence that they are increasing. Research suggests that consumers have a low level of knowledge and understanding of such labels. It has been found that environmental and labelling knowledge may influence consumption behaviour but the findings so(More)
As one of the biggest issues facing today’s global society, sustainability cuts across all areas of production and consumption and presents challenges for marketers who attempt to understand and incorporate sustainability in their everyday practices [1–3]. Evidence suggests there is increasing pressure from stakeholders around the social and environmental(More)
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