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There has been a steadily growing concern by governments, NGO's and international agencies regarding the rising rate of consumption in industrialised countries. Despite warnings and evidence showing the relationship between rising consumption and climate change, and the uptake of initiatives and education at business and consumer levels, the trend towards consuming more and more continues unabated. Questions have been raised regarding the relationship between marketing and rising consumption. In line with this, the research will investigate the responsibility of marketing to encourage consumers to moderate their consumption behaviour.  The research will address three broad objectives:· To identify whether marketing professionals feel responsible for encouraging consumers to moderate their consumption· To identify and explain the reasons why marketers would encourage moderation of consumption· To understand the construct 'marketing responsibility to encourage moderation of consumption' and explain the influences upon the acceptance of responsibilityThe research adopted a mixed-methods design. Qualitative research methods were used to explore perceptions of responsibility and develop a typology of motivations to explain why marketers would encourage moderation. An online, quantitative survey (n=359) was conducted in the USA and UK in January 2011. The results evidenced an acceptance of responsibility which is suggestive of a changing role for the marketing discipline. The results found support for the typology of motivations which were developed during the qualitative phase of the research, in particular, highlighting the importance of ethical and cost-saving motivations. The level of environmentalism in the workplace, and in the private life of the marketer, was found to influence the acceptance of marketing responsibility to encourage moderation. Finally, the motivation to remain competitive was also associated with the acceptance of marketing responsibility. The acceptance of responsibility to encourage moderation of consumption highlights a changing role for marketing which could potentially signify far-reaching changes in practical terms, in the way marketing is taught, and in the public policy domain.

This thesis is the first to study the history of champagne in nineteenth-century Britain, a period in which the usage and style of champagne changed fundamentally. From a sweet, lightly effervescent wine drunk on its own or with desserts, it became a fully dry and fully sparkling wine drunk throughout the meal. The central questions I address are why these changes occurred and what role the marketing and branding of champagne played in these changes. This analysis integrates production studies (including marketing and branding) and consumption studies by drawing on the rich vein of contemporary consumption data and the evidence of the day-to-day practice of the London agents of the French champagne houses. The thesis demonstrates that champagne was able to develop uniquely powerful brands that were managed in ways that closely prefigure the marketing practice of modern luxury brand owners. Historiography: Whilst there have been many books on the subject of consumption in the last three decades, very few of these have focused on drinkers and drinking. There have also been many different approaches to consumption studies from sociologists, anthropologists, literary scholars and historians and this work draws on all those traditions. My own interest lies in the changing daily habits of consumption and I have therefore drawn extensively not just on the historical scholarship but also on the writings of modern experts on branding and marketing to understand how consumer choice is currently understood and managed. The commercial importance of food and drink means much work has been done in these areas - not excluding wine. The history of drink in the last three centuries, however, has had relatively little interest until recently. Recent works by John Burnett, Charles Ludington and James Simpson illuminate the general history of wine in Britain but, though there are many general books on champagne, there has only been one history, that published by André Simon in 1905. Simon, agent for a champagne producer, was well placed to understand the trade and his work remains an important source. I have endeavoured to review all these works through the lens of the nineteenth-century British press and the archives of selected champagne producers and their British distributors.

Thesis (Ph. D.)--University of Missouri-Columbia, 1999. / Typescript. Vita. Includes bibliographical references (leaves 255-270). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 1999. / Typescript. Vita. Includes bibliographical references (leaves 255-270). Also available on the Internet.

Made available in DSpace on 2016-08-03T12:20:36Z (GMT). No. of bitstreams: 1 Tese - Mario Rene Schweriner.pdf: 1860815 bytes, checksum: 975dc1b7d47c23bb610c6facf206fd44 (MD5) Previous issue date: 2008-03-03 / This thesis has the purpose to prove that, in the consumer society, consumerist individuals transcend their functional relation toward merchandises, trying to obtain, through prestige brands, a spiritual dimension that replaces or complement the traditional religious experiences, and that is fetished. Consumerism is a superlative of purchases, belongings and use, a dependence of non essential goods (superfluous) to satisfy endless desires. It is impossible to satisfy endless desires: therefore the expression transcendental goal of consumption, beyond the capacity to be achieved. The transcendental dimension of consumption, through the symbolism of merchandises potencialized by the prestige brands, give enchantment and sense to the individual, and fulfills the territory that belonged to the family, Church and community. The subject tries to obtain, with the brand-fetished merchandise, a satisfaction of his mimetic desire, and/or compensate absent or fragile values, which is strengthened by advertising. The ultimate meaning of life of materialistic individuals produces immediate effects which are positive for them as well for the economy, but in the future potentially negative for the planet, for the society, as well as for the individuals. / Esta tese objetiva comprovar que, na sociedade de consumo, indivíduos consumistas transcendem sua relação funcional com as mercadorias, buscando nas marcas de prestígio uma dimensão espiritual, que substitui ou complementa as experiências religiosas tradicionais, e que se revela fetichizada. O consumismo é superlativo de compras, posses e uso, uma dependência de bens não essenciais (supérfluos) para atender aos desejos sem fim. É impossível satisfazer a desejos sem fim: daí a expressão meta transcendental do consumo, posicionada além do alcance e da capacidade de atingi-la. A dimensão transcendente do consumo, por meio do simbolismo das mercadorias potencializado pelas marcas de prestígio, propicia encantamento e sentido ao indivíduo, e se presta a preencher o espaço outrora ocupado pela família, Igreja e comunidade. O sujeito busca, na mercadoria fetichizada pela marca, satisfazer seu desejo mimético, e/ou compensar valores frágeis ou ausentes, o que é reforçado pela propaganda. O sentido último da vida dos indivíduos materialistas produz efeitos imediatos que são positivos para eles e para a economia, mas potencialmente negativos mais à frente para o planeta, para sociedade e para os indivíduos.