Abstract

To combat the threat of climate change it is argued large-scale consumer behaviour changes are required with a move to more sustainable lifestyles. Marketing initiatives aimed at encouraging environmentally positive behaviours though have had only limited success to date. The information-deficit approach used in environmental campaigns has raised awareness of the issue but has not been a strong motivator for change and in many cases indirectly prompted more destructive environmental behaviours. Current research into understanding the motivations of people attempting to live more sustainable lifestyles has focused on altruism, but there is a need to understand the wider range of motivations impacting on people’s choices if we are to inspire change. This paper addresses current understanding of the motives of individuals attempting ecologically sustainable lifestyles and argues for a new direction in marketing that promotes sustainable lifestyles as a positive, life-affirming option.