Social Marketing and Behaviour Change
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Social Marketing and Behaviour Change

Models, Theory and Applications

Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.
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Chapter 13: Case study: micro-meso-level theory – consumer socialization and consumption of clothes

Karin M. Ekström


Consumption of clothes has increased in the western world during the last decades, in parallel with the development of consumer society. In Great Britain, the volume of clothes sold increased by 60 per cent between 1995 and 2005 (Morley et al., 2006). Also, in Sweden, private consumption of clothes and shoes increased by 53 per cent between the years 1999 and 2009. This high level of consumption has led to environmental problems; production of clothes requires numerous natural resources. For example, between 7000 and 29 000 L of water and 0.3 to 1 kg of oil is required to produce 1 kg of cotton depending on the location where cotton is produced (Fletcher, 2008). Also, clothes are often disposed of in the waste-bin rather than being reused or recycled. Assessments by the EPA Office of Solid Waste in the United States indicate that Americans throw away more than 30 kg of clothing and textiles per person per year (Claudio, 2007). Also, in the United Kingdom, an average consumer throws away 30 kg of clothing and textiles each year (Allwood et al., 2006). In Sweden, about 8 kg of textile waste per person per year are disposed of in the waste-bin (Carlsson et al., 2011).

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