ID:
DM16
Tipo Insegnamento:
Obbligatorio
Opzionale
Durata (ore):
48
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Url:
MARKETING/BASE Anno: 2
STRATEGIC MANAGEMENT/BASE Anno: 2
Anno:
2023
Dati Generali
Periodo di attività
Primo Semestre (11/09/2023 - 02/12/2023)
Syllabus
Obiettivi Formativi
Environmental sustainability is a top priority on the table of national and supranational authorities, and companies have also become increasingly concerned about this critical issue. Conventional consumption practices, along with traditional production processes, represent a major source of today’s environmental problems and, in this backdrop, many companies and authorities have been struggling to encourage people to engage in more sustainable consumption behaviors (e.g., reducing wastes, preferring eco-friendly versions of products, etc.). To this end, knowing what drives consumer behavior and what might encourage them to make eco-friendly choices in everyday life seem particularly critical insofar as this would allow companies and authorities to develop appropriate (social) marketing strategies to get consumers to behave more sustainably.
This course sets out to illustrate the major barriers to consumers’ propensity to convert their green attitudes in actual environmentally sustainable actions (attitude-behavior gap). Furthermore, it explains the major drivers of consumers’ sustainable behaviors. To this end, the course adopts the SHIFT framework (White et al., 2019), which revolves around five major driving forces categorized as: Social influence (S), Habit formation (H), Individual self (I), Feelings and cognition (F), and Tangibility (T).
The course will teach students both theory and practice regarding the theme. Theoretically, the course will teach the foundations of psychological barriers to, and the main drivers of sustainable consumption. At a more practical level, the course will teach students how to leverage the SHIFT drivers to overcome barriers and, more operationally, how to set up realistic and actionable marketing communication strategies that effectively and efficiently promote pro-environmental behaviors.
Understanding the basic notions behind such behaviors and acquiring the competence to design effective strategies that foster environmental sustainability is essential for those who would like to work for modern brands, companies, and institutions that adopt a green marketing orientation in order to contribute to a better world.
The course adopts an enquiry-based learning approach. Students will be given the opportunity to co-create new knowledge, in addition to acquiring existing concepts, by reading technical reports and academic papers. They will be asked to act like a scientist by expanding existing theories, searching for and/or developing practical examples, critically thinking about possible solutions to realistic or real problems.
This course sets out to illustrate the major barriers to consumers’ propensity to convert their green attitudes in actual environmentally sustainable actions (attitude-behavior gap). Furthermore, it explains the major drivers of consumers’ sustainable behaviors. To this end, the course adopts the SHIFT framework (White et al., 2019), which revolves around five major driving forces categorized as: Social influence (S), Habit formation (H), Individual self (I), Feelings and cognition (F), and Tangibility (T).
The course will teach students both theory and practice regarding the theme. Theoretically, the course will teach the foundations of psychological barriers to, and the main drivers of sustainable consumption. At a more practical level, the course will teach students how to leverage the SHIFT drivers to overcome barriers and, more operationally, how to set up realistic and actionable marketing communication strategies that effectively and efficiently promote pro-environmental behaviors.
Understanding the basic notions behind such behaviors and acquiring the competence to design effective strategies that foster environmental sustainability is essential for those who would like to work for modern brands, companies, and institutions that adopt a green marketing orientation in order to contribute to a better world.
The course adopts an enquiry-based learning approach. Students will be given the opportunity to co-create new knowledge, in addition to acquiring existing concepts, by reading technical reports and academic papers. They will be asked to act like a scientist by expanding existing theories, searching for and/or developing practical examples, critically thinking about possible solutions to realistic or real problems.
Prerequisiti
None
Metodi didattici
Mix synchronous and asynchronous
TA consultations
Group work
Case Studies
Flipped Classroom
Project Work
Interactive Interviews
Didactic Sitcom
TA consultations
Group work
Case Studies
Flipped Classroom
Project Work
Interactive Interviews
Didactic Sitcom
Verifica Apprendimento
Students will be evaluated on the following activities:
Weekly quizzes and open-ended questions (5%)
Weekly group essays and/or presentations (35%)
Group project work regarding the application of the SHIFT framework to a real company (expected output: 10/12 slide presentation) (45%)
Peer evaluation (5%)
In-person oral exam with a discussion of the project work (10%)
Non-attending students
For the non-attending students, the evaluation will be based on a in-person oral exam on the topics covered by the mandatory readings [excluded those marked as “mandatory for one out of the four groups”] (100%)
Weekly quizzes and open-ended questions (5%)
Weekly group essays and/or presentations (35%)
Group project work regarding the application of the SHIFT framework to a real company (expected output: 10/12 slide presentation) (45%)
Peer evaluation (5%)
In-person oral exam with a discussion of the project work (10%)
Non-attending students
For the non-attending students, the evaluation will be based on a in-person oral exam on the topics covered by the mandatory readings [excluded those marked as “mandatory for one out of the four groups”] (100%)
Testi
The key textbooks for the course are:
Mandatory readings are:
Addams, (2006). The Future of Sustainability: Re-thinking Environment and Development in the Twenty-first Century. IUCN The World Conservation Unit
Bamberg et al (2015). Collective climate action: Determinants of participation intention in community-based pro-environmental initiatives. Journal of Environmental Psychology
Bolderdijk et al (2018). Encouraging pro‐environmental behaviour with rewards and penalties. In Environmental Psychology: An Introduction.
Gonzalez-Arcos et al (2021). “How do I carry all this now?” Understanding consumer resistance to sustainability interventions. Journal of Marketing, 85(3).
Lusch et al (2017). “Yes, but this other one looks better/works better”: How do consumers respond to trade-offs between sustainability and other valued attributes? Journal of Business Ethics
Martin & Schouten (2014). Sustainable Marketing. Pearson: New York (pp. 214-218).
Ouelette & Wood (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin.
Park & Lin (2020). Exploring the attitude-behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. Journal of Business Research.
Price et al (2018). The fresh start mindset: Transforming consumers’ lives. Journal of Consumer Research
Salas-Zapata & Ortiz-Muños (2019). Analysis of meanings of the concept of sustainability. Sustainable Development
Szabo & Webster (2021). Perceived greenwashing: The effects of green marketing on environmental and product perceptions. Journal of Business Ethics.
Trope et al (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology.
Van Lange & Joireman (2008). How we can promote behavior that serves all of us in the future. Social Issues and Policy Review.
White & Habib (2018). SHIFT: Sustainable consumer behavior change – Workbook. Sitra Studies
White et al (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing
In several weeks, other mandatory readings for each group will be assigned. In the program, also a list of non-mandatory readings is present. See each week’s content for further details.
Mandatory readings are:
Addams, (2006). The Future of Sustainability: Re-thinking Environment and Development in the Twenty-first Century. IUCN The World Conservation Unit
Bamberg et al (2015). Collective climate action: Determinants of participation intention in community-based pro-environmental initiatives. Journal of Environmental Psychology
Bolderdijk et al (2018). Encouraging pro‐environmental behaviour with rewards and penalties. In Environmental Psychology: An Introduction.
Gonzalez-Arcos et al (2021). “How do I carry all this now?” Understanding consumer resistance to sustainability interventions. Journal of Marketing, 85(3).
Lusch et al (2017). “Yes, but this other one looks better/works better”: How do consumers respond to trade-offs between sustainability and other valued attributes? Journal of Business Ethics
Martin & Schouten (2014). Sustainable Marketing. Pearson: New York (pp. 214-218).
Ouelette & Wood (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin.
Park & Lin (2020). Exploring the attitude-behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. Journal of Business Research.
Price et al (2018). The fresh start mindset: Transforming consumers’ lives. Journal of Consumer Research
Salas-Zapata & Ortiz-Muños (2019). Analysis of meanings of the concept of sustainability. Sustainable Development
Szabo & Webster (2021). Perceived greenwashing: The effects of green marketing on environmental and product perceptions. Journal of Business Ethics.
Trope et al (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology.
Van Lange & Joireman (2008). How we can promote behavior that serves all of us in the future. Social Issues and Policy Review.
White & Habib (2018). SHIFT: Sustainable consumer behavior change – Workbook. Sitra Studies
White et al (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing
In several weeks, other mandatory readings for each group will be assigned. In the program, also a list of non-mandatory readings is present. See each week’s content for further details.
Contenuti
The modules of the course will cover the following topics:
Sustainability and sustainable consumption
Challenges to encouraging sustainable consumption: The self-other trade-off
Challenges to encouraging sustainable consumption: The challenge of collective action
Challenges to encouraging sustainable consumption: The need to replace automatic with controlled processes
Challenges to encouraging sustainable consumption: The problem of abstractness
Social influence and sustainable consumption
Habit formation and sustainable consumption
The role of individual self in sustainable consumption
Feelings and cognition in sustainable consumption
The role of tangibility in sustainable consumption
Sustainability and sustainable consumption
Challenges to encouraging sustainable consumption: The self-other trade-off
Challenges to encouraging sustainable consumption: The challenge of collective action
Challenges to encouraging sustainable consumption: The need to replace automatic with controlled processes
Challenges to encouraging sustainable consumption: The problem of abstractness
Social influence and sustainable consumption
Habit formation and sustainable consumption
The role of individual self in sustainable consumption
Feelings and cognition in sustainable consumption
The role of tangibility in sustainable consumption
Risultati di Apprendimento Attesi
At the completion of this course, students will be able to:
Knowledge and understanding
Know the importance of environmental protection to current and future generations as well as to companies; the main environmental sustainability principles;
Understand the main theories behind environmentally sustainable consumption behaviors, and the main barriers and drivers of such behaviors.
Applying knowledge and understanding
Analyze theories and models discussed in class in order to apply them to real problems;
Compare real situations and marketing strategies by identifying strengths and weaknesses;
Collect information and choose appropriate models to develop solutions to practical problems;
Design actionable strategies that promote environmentally sustainable behaviors.
Making Judgements
Solve practical problems by working, either in autonomy or in team, on specific assignments;
Critically evaluate, adapt and re-arrange existing theories to develop implementable creative solutions to challenging situations.
Communication Skills
Develop the necessary writing and oral communication skills;
Summarize prior research findings on the central topic of the course;
Defend their point of view and convince the audience about the validity of their arguments.
Learning Skills
Categorize information sources on the central topic of the course;
Criticize prior research findings on the topic;
Evaluate whether and why certain theories or models can be more appropriate than others to tackle real problems;
Develop new research questions and hypotheses regarding sustainable consumption.
Knowledge and understanding
Know the importance of environmental protection to current and future generations as well as to companies; the main environmental sustainability principles;
Understand the main theories behind environmentally sustainable consumption behaviors, and the main barriers and drivers of such behaviors.
Applying knowledge and understanding
Analyze theories and models discussed in class in order to apply them to real problems;
Compare real situations and marketing strategies by identifying strengths and weaknesses;
Collect information and choose appropriate models to develop solutions to practical problems;
Design actionable strategies that promote environmentally sustainable behaviors.
Making Judgements
Solve practical problems by working, either in autonomy or in team, on specific assignments;
Critically evaluate, adapt and re-arrange existing theories to develop implementable creative solutions to challenging situations.
Communication Skills
Develop the necessary writing and oral communication skills;
Summarize prior research findings on the central topic of the course;
Defend their point of view and convince the audience about the validity of their arguments.
Learning Skills
Categorize information sources on the central topic of the course;
Criticize prior research findings on the topic;
Evaluate whether and why certain theories or models can be more appropriate than others to tackle real problems;
Develop new research questions and hypotheses regarding sustainable consumption.
Corsi
Corsi (2)
MARKETING
Laurea Magistrale
2 anni
STRATEGIC MANAGEMENT
Laurea Magistrale
2 anni
No Results Found
Persone
Persone
Altro personale docente
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