The aim of this thesis is to identify and examine the factors influencing environmentally-significant consumption (ESC) by higher-income households (HIH) to provide theoretical and social marketing insights. Income is highly related to levels of energy consumption and associated environmental damage, but despite research documenting the links between income and energy use, there is a lack of enquiry into what shapes the ESC patterns of HIH and therefore how behavioural interventions might be best fashioned to reduce energy use. A postmodern approach to consumption that recognises the interplay between the psychological, the social and the cultural (a psycho-socio-cultural approach), indicates that ESC is not an automatic consequence of wealth but rather mediated through the way consumption practices are symbolically connected with the satisfaction of underlying needs, including the need for identity and other psychological orientations. These connections are not universal or static but socially and culturally contextual and influenced by many factors, particularly marketing. Social marketing, as marketing for social good, therefore has a critical role to play in altering these symbolic connections and therefore consumption behaviour. To design and market alternative lower energy consumption through social marketing interventions, an understanding of how environmentally-significant consumption is connected with modes of need satisfaction and psychological orientations is necessary. Additionally, an understanding of constraints to even higher levels of consumption is useful. This study provides initial research momentum, using a HIH sample from South Devon. Primary data from a quantitative questionnaire was supported in design by qualitative interviews. These provide descriptive and correlational results about what shapes the consumption of; leisure flights, large-engine cars and new durable products, as well as the role of environmentally-significant psychological orientations, specifically: values; materialism; environmental concern and identity. The research also provides a comparative analysis between a group of HIH who have participated in Global Action Plan’s EcoTeam programme, and the general sample of HIH.

Made available in DSpace on 2016-03-15T19:46:56Z (GMT). No. of bitstreams: 1 Adriano Lustro.pdf: 626753 bytes, checksum: b3007853dc97c920cffdce8e30d4427d (MD5) Previous issue date: 2010-02-22 / This work makes an aesthetic and social reflection of the work of art and its aspects by means of the study of the adaptation of the book Lavoura Arcaica for the cinema. Its main proposals are: to study the mechanisms of transposition of a language for another one, thinking about the hierarchies of artistic prestige that these possess, the symbolic and aesthetic values that if revert in social and marketing values e, still, until point valued literary texts critically for the tradition can transmit values to other ways and languages, as the cinema and the television, through its adaptations. One also argues which the limits to think about adaptations fiduciary offices to the text-source and as these attitudes can denote pretensions and validates on the part of the adapters. / Este trabalho faz uma reflexão da obra de arte e seus aspectos estéticos e sociais por meio do estudo da adaptação do livro Lavoura Arcaica para o cinema. Suas principais propostas são: estudar os mecanismos de transposição de uma linguagem para outra, pensando nas hierarquias de prestígio artístico que estas possuem, os valores simbólicos e estéticos que se revertem em valores sociais e mercadológicos e, ainda, até que ponto textos literários valorizados criticamente pela tradição podem transmitir valores a outros meios e linguagens, como o cinema e a televisão, através de suas adaptações. Discutem-se também quais os limites para se pensar em adaptações fiéis ao texto-fonte e como estas atitudes podem denotar pretensões e veleidades por parte dos adaptadores.