Four-Stage Model of Value Creation for Sustainability-Oriented Marketing: En Route to Participatory Marketing

Hitherto, the pure marketing concept has focused on creating value for firms and their customers in a manner consistent with the Dominant Social Paradigm (DSP). Nevertheless, as the sustainability paradigm established stronger roots over the last few decades, the marketing discipline may benefit by creating value from a broader perspective to stimulate shared prosperity and wealth for society at large. This paper proposes a four-stage model of value creation that classifies sustainability-oriented marketing approaches guided by different economic paradigms and different levels of involvement. This commentary provides a framework for organizations to reframe their marketing approach. The goal is to gravitate from a firm-centric approach to a society-centric approach to enhance societal well-being.

Transformative Branding: A Dynamic Capability To Challenge The Dominant Social Paradigm

In response to calls by macromarketing scholars, this article introduces transformative branding to demonstrate how branding—a process traditionally conceptualised at the firm level to achieve marketing management outcomes—can contribute to both market and societal systems. We define transformative branding as a dynamic capability deployed by firms as a prosocial process to facilitate stakeholder co-created brand meanings that draw on hybrid market and social logics. We contend that transformative branding encompasses two market-shaping activities, which drive macro-level change according to hybrid logics: (1) leadership i.e., building a vision for transformation and (2) collaborative coupling i.e., implementing transformation with stakeholders. Shaping the market and society in this way creates opportunities for transforming economic, regulatory, socio-cultural, and political environments, whereby transformative branding works to challenge the dominant social paradigm from within the market system. We conclude with a cautionary note about the potential of branding as a force for good.

What’s News Got to Do with It?: Examining the Contribution of Toronto’s Press in Maintaining an Environmentally-Detrimental Social Paradigm, 2003-2006

This content analysis examines print media coverage of Toronto's waterfront development to determine whether story frames perpetuate the dominant social paradigm. Articles from 8 newspapers are analysed in two content dimensions, the sub-issues which surround waterfront development and the ways of understanding the environment presented as relevant to Toronto's waterfront development. Findings show presence of conflict, use of a non-routine information channel and broad source mix do not result in more diverse content. Likewise, characteristics such as a news organization's conventionality (i.e., alternative or mainstream), size and ownership (i.e., independent or group-owned) exert limited influence over story content. Organized around the competitive city concept described by Kipfer and Keil's (2002), this research examines whether media coverage aligns with the capitalist urbanization process, concluding story frames in news discourse de-emphasize the environment as an issue and rely on the least-progressive environment paradigms when reporting on Toronto's waterfront development.

What’s News Got to Do with It?: Examining the Contribution of Toronto’s Press in Maintaining an Environmentally-Detrimental Social Paradigm, 2003-2006

This content analysis examines print media coverage of Toronto's waterfront development to determine whether story frames perpetuate the dominant social paradigm. Articles from 8 newspapers are analysed in two content dimensions, the sub-issues which surround waterfront development and the ways of understanding the environment presented as relevant to Toronto's waterfront development. Findings show presence of conflict, use of a non-routine information channel and broad source mix do not result in more diverse content. Likewise, characteristics such as a news organization's conventionality (i.e., alternative or mainstream), size and ownership (i.e., independent or group-owned) exert limited influence over story content. Organized around the competitive city concept described by Kipfer and Keil's (2002), this research examines whether media coverage aligns with the capitalist urbanization process, concluding story frames in news discourse de-emphasize the environment as an issue and rely on the least-progressive environment paradigms when reporting on Toronto's waterfront development.

Cultivating Nature Identity and Ecological Worldviews: A Pathway to Alter the Prevailing Dominant Social Paradigm

The worsening environmental problems demand a shift from the prevailing Dominant Social Paradigm to the New Ecological Paradigm. Yet, little is known on the conditions necessary for societal adoption of conservation behaviour. This qualitative study explores the social-psychological aspects and processes cultivating ecological identity and worldviews by uncovering the activities, interpretation of experiences that capture mental thoughts, emotions and symbolic meanings within the richness of lived experiences. The findings theorise the process of ecological identity building and offers in-depth insights into the motivations and stages of ecological identities and worldviews that support pro-environmental behaviour. The insights extend the identity theory to illustrate the process of nature identity development to include the stages of identity activation, creation and synthesis; reveal Asian values and beliefs that consumers use to rationalise their consumption behaviour; and provide implications for macromarketing, education and sustainability initiatives, and policy making.

Education for Sustainable Development Barriers

Education for Sustainable Development (ESD) is seen as fundamental in the shift to realising sustainability. Unfortunately, the integration of ESD, especially in higher education is poor. An important question therefore is, what are the barriers preventing the integration of ESD? This paper explores key barriers preventing the integration of ESD. Additionally, it is emphasised in this paper that the dominant social paradigm fundamentally shapes and reinforces ESD barriers. It is argued here that addressing ESD barriers, particularly the dominant social paradigm, is fundamental to the integration of ESD. Within the context of anthropogenic climate change, resource overuse, water stress and wealth inequality, addressing ESD barriers is now imperative.

Towards Degrowth? Making Peace with Mortality to Reconnect with (One’s) Nature: An Ecopsychological Proposition for a Paradigm Shift

This article explores the existential conditions for a transition towards socioeconomic degrowth through an analysis of a paradigm shift between two extreme polarities of socio-ecological positioning: the Dominant Social Paradigm (DSP) and the New Ecological Paradigm (NEP). It is suggested that the transition from one to the other – understood as the first collective step towards degrowth – requires a transformation in the way we, in western capitalist society, define ourselves in relation to nature. This identity transformation corresponds with the reconnection between humans and nature that ecopsychology has been calling for since its emergence in the 1970s. However, according to recent empirical studies in existential psychology, such a transformation contains potentially disquieting aspects, since it implies recognising and accepting the idea of our own mortality. Staging a dialogue between ecopsychology and critical degrowth theories, this article argues that the necessary transition towards degrowth requires new ways of dealing with these existential fears – namely, confronting them in a ‘reflexive’ rather than ‘defensive’ way – so as to develop relationships with nature that respect the limits of the biosphere.

TINGKAT DIPENDENSI PARADIGMA DOMINANSI SOSIAL PADA JENIS KELAMIN DI AREAL HUTAN LINDUNG MANGUNAN KABUPATEN BANTUL PROVINSI DAERAH ISTIMEWA YOGYAKARTA 2015

The objective of the research is to draw connections and dependencies of Dominant Social Paradigm level on sex in the protected forest Mangunan, Kabupaten Bantul, Yogyakarta in 2015. This quantitative research refers to the condition in the past against environmental degradation in the district of Bantul. Data obtained by participant observation, using a Likert questionnaire, in inputting the interaction of each sex to the environment, based on the analysis unit Dominant Social Paradigm, which consists of three components, namely: socio-economic aspects, Character Dominant (anthropocentrism), and the organism cosmologis. Then, statistical analysis using Chi-square test for independent to stack up against two units of analysis, namely Dominant Social Paradigm and sex. The conclusion of this research is, there is a relationship of the Dominant Social Paradigm with sex either Male or Female in Mangunan Bantul district of Yogyakarta province. Problem solving on lowering the quality of the environment characterized by measurement results of depencies of Dominant Social Paradigm level which performed by each sex as a problem to be solved. Recommendations resolving the issue by implementing a new paradigm of Ecology (New Ecological Paradigm) in an effort Protected Forest Quality Improvement Mangunan

Theorizing materialism through the Institutional Analysis and Development framework

Materialism in Western societies has been examined at both individual and cultural levels. However, the underlying institutions that engender and perpetuate materialism as an orientation toward consumption are left unexamined. Therefore, the overall purpose of this study is to explore the relationship between institutions constituting the dominant social paradigm (DSP) (deep-rooted belief structures and practices) of societies and materialism. The model proposed to carry this out is the Institutional Analysis and Development framework. This article contributes to marketing theory by developing a conceptual model that explains and offers transformative implications pertaining to the relationship between materialism and the institutional elements of the DSP of Western industrial societies.

Complementing the Dominant Social Paradigm with Sustainability

The dominant social paradigm (DSP) defines the basic belief structures and practices of marketplace actors and is manifested in existing exchange structures. Sustainability – a so-called megatrend – challenges the DSP by questioning its underlying assumptions, resulting in tensions or conflicts for different marketplace actors. This study examines a specific case of an alternative market arrangement that bridges tensions between the DSP and environmental concerns. Ethnography in the context of retail food waste disposition reveals tensions experienced by several marketplace actors – namely consumers, retail firms and regulators – and investigates an alternative market arrangement that alleviates those tensions by connecting the actors and their practices in a creative new way. We identify complementarity as the underlying mechanism of connection and resolution. Compared to previously identified alternative market arrangements that are either oppositional or parallel to the DSP, complementarity opens another path toward greater environmental sustainability through market-level solutions.