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Proceedings of the 41St Macromarketing Conference Dublin The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption An Update Gwozdz, Wencke; Gupta, Shipra; Gentry, James Document Version Final published version Published in: Proceedings of the 41st Annual Macromarketing Conference Publication date: 2016 License CC BY-NC-ND Citation for published version (APA): Gwozdz, W., Gupta, S., & Gentry, J. (2016). The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption: An Update. In Proceedings of the 41st Annual Macromarketing Conference: Macromarketing and Academic Activism (pp. 639-660). Macromarketing Society Inc.. Annual Macromarketing Conference. Proceedings Link to publication in CBS Research Portal General rights Copyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights. Take down policy If you believe that this document breaches copyright please contact us ([email protected]) providing details, and we will remove access to the work immediately and investigate your claim. Download date: 11. Oct. 2021 1 Proceedings of the 41st Annual Macromarketing Conference ____________________________________ Macromarketing and Academic Activism Proceedings of the 41st Annual Macromarketing Conference Dublin 13-15 July 2016 Macromarketing and Academic Activism Programme Chairs and Proceedings Editors Norah Campbell, Trinity College Dublin Marius Claudy, University College Dublin Aidan O’Driscoll, Dublin Institute of Technology 2 Chair of the Doctoral Colloquium Marius Claudy, University College Dublin Kindly sponsored by The Macromarketing Society, Inc. & Trinity Business School, Trinity College Dublin 3 Copyright Statement The Macromarketing Society and Trinity College Dublin do not take copyright for papers appearing in the proceedings. The copyright of each abstract or paper in the proceedings belongs to the paper’s author(s). Authors are responsible for the content of their papers or abstracts. The ideas in them do not necessarily represent the ideas of the editors or other members of the Macromarketing Society; they are published in these proceedings in the spirit of academic freedom and consistent with the decades-long Macromarketing tradition of rich discussion and intelligent debate. Published by the Macromarketing Society, Inc. in 2016 Online: ISSN 2168-1481 Soft copy: ISSN 2168-1465 Print: ISSN 2168-1473 4 Welcome to Macromarketing 2016 The 41st Annual Macromarketing Conference takes place in Dublin on 13-15 July 2016 to explore issues of relevance to macromarketing scholars worldwide. 2016 is a significant year for Ireland, marking the centenary of the 1916 Easter Rising, an event that marked an important step towards the country’s independence. This reminds us of the risks and rewards of activism. In the same spirit, the conference theme – academic activism – is timely and challenging. This question of activism can also be turned inwards, and the conference theme encourages participants to think about the place of macromarketing, which is considered by our colleagues in mainstream marketing to be a niche field (as reflected by ABS and IF rankings). Do macromarketers need to become more active to make their contributions heard in the academy? And what about beyond the academy? Even within the macromarketing community, there is an important, recurring debate between ‘macromarketing’ and ‘critical marketing’ – is it the role of the critical theorist to point out the problems and the role of the macromarketer to actively seek solutions? Participants were invited to submit competitive papers, working papers, abstracts, or proposals for special sessions to address these issues. Of particular interest is research that explores themes revealed in track titles, as they pertain to core macromarketing foci: the interactions of markets, marketing and society, and the subsequent extent to which individual, societal and global well-being are enhanced or hindered. In the rich tradition of Macromarketing conferences, multiple perspectives are encouraged. Special thanks to track and panel chairs, authors, reviewers, and the various support teams, including Conference Partners. Their professionalism and many contributions were vital to the creation and administration of an academically exciting and professionally enriching program. 5 On behalf of the Track Chairs, Reviewers, Members of the Macromarketing Society, Trinity College Dublin, University College Dublin, Dublin Institute of Technology, and the fine city of Dublin, we wish you a heartfelt welcome. Norah, Marius and Aidan 6 Conference Chairs Norah Campbell, Trinity College Dublin Marius Claudy, University College Dublin Aidan O’Driscoll, Dublin Institute of Technology Track Chairs Tony Pecotich Doctoral Seminar Marius Claudy, University College Dublin Art and Capitalism Alan Bradshaw, Royal Holloway, University of London Fuat Firat, University of Texas Pan American Conflict and Constructive Engagement Cliff Shultz, Loyola University Chicago Mark Peterson, University of Wyoming Andrés Barrios, University of the Andes Consumer Culture and Happiness Kathy Hamilton, University of Strathclyde Susan Dunnett, University of Edinburgh 7 Ethics, Equity and Social Justice Gene Laczniak, Marquette University Ann-Marie Kennedy, Auckland University of Technology Gender, Feminism and Macromarketing Wendy Hein, Birkbeck, University of London Shona Rowe, University of Westminster, London Globalisation, (Neo) Colonialism and Marketing Olga Kravets, Royal Holloway, University of London Amira Benali, University of Geneva Marketisation and Subalternity Rohit Varman, Deakin University Srinivas Sridharan, Monash University Marketing History: Thought and Practice Kim McKeage, Hamline University Stanley J. Shapiro, Simon Fraser University Marketing Theory: Topics and Interrelationships Michael Kleinaltenkamp, Freie Universität, Berlin Michaela Haase, Freie Universität, Berlin 8 New Consumer Activisms Andreas Chatzidakis, Royal Holloway, University of London Pauline Maclaran, Royal Holloway, University of London Putting the Macro Back into Sustainability Andy Prothero, University College Dublin Pierre McDonagh, University of Bath Quality of Life, Health and Well-Being Joe Sirgy, Virginia Tech Alexandra Ganglmair-Wooliscroft, University of Otago Social Marketing: Time to Get Critical Christine Domegan, University of Galway Gerard Hastings, University of Stirling Technology and Marketing Detlev Zwick, York University, Toronto Nikhilesh Dholakia, University of Rhode Island Understanding Macromarketing Phenomena: Methods and Measurement Ben Wooliscroft, University of Otago, New Zealand 9 Francisco Conejo, UC Denver Understanding Vulnerability for Public Good Teresa Pavia, University of Utah Terri Rittenburg, University of Wyoming Panel Chairs Art, Market and Marx James Fitchett, University of Leicester Food Marketing, Food Activism Paul O’Reilly, Dublin Institute of Technology Gender, Feminism and Macromarketing Wendy Hein, Birkbeck College University of London Shona Rowe, University of Westminster Marketing and Policy Cathy McGouran Marketing Ethics in the European Marketing Environment Shelia Malone, Lancaster University 10 Marketing Ethics in the US Macro Environment Pat Murphy, University of Notre Dame Marketing and Story-Telling Finola Kerrigan, Birmingham Business School, UK Religion and Macromarketing Ray Benton, Loyola University, Chicago Special Session with Roger Layton: There Might Be More to Marketing than You Thought! Michaela Haase, Freie Universität Berlin 11 Keynote Address of the 41st Annual Macromarketing Conference, July 2016 _________________________________________________________________ Second Shift: From Crisis to Collaboration Tomas Hult, Michigan State University When complex challenges face communities and its diverse stakeholders, the solution requires collaboration across all layers and networks in a community. This presentation will focus on a six- dimensional framework called the “Second Shift Model.” The core dimensions of the Second Shift Model provide an integrated and elaborate direction and structure for organizing a community project with complex political and economic considerations, while centering on the macromarketing and public policy issues important to the community. The six-dimensional framework includes the dimensions of identifying, partnering, building, solving, celebrating, and persevering. Additionally, the presentation will capture the theme of the conference, “academic 12 activism,” by illustrating the work of the Sheth Foundation within the notion of partnering in the Second Shift Model. 13 Putting the Macro Back into Sustainability I Multi-Level Effects on Organizational Diffusion of Sustainability Deborah DeLong, Chatham University, Pennsylvania, USA Thomas Macagno, Chatham University, Pennsylvania, USA Introduction Sustainability is recognized as a significant issue for the 21st century and beyond. Two recent special issues of the Journal of Macromarketing pose the question of whether sustainability should be considered a macrotrend in terms of its present and future impacts on markets, marketing and society. Whether one adheres to the Developmental or Critical school of macromarketing (Mittelstaedt et al. 2014), the insights presented in these issues and other sources support sustainability as a robust analytical paradigm for assessing and developing tools
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