Fifteenth International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

This study examines how consumer practices during product use results in a wide variance in overall environmental sustainability impacts. At the macro level, sustainable marketing research has focused primarily on institutional actors and systemic change efforts. At the consumer level, sustainable marketing research has focused primarily on consumer product choice and post-use disposal. Employing a practice theory lens, this study examines both the macro level institutional regulations and micro level of cultural expectations and demonstrates how embedded practices shape consumer options. Practice configurations also illuminate the ways material marketplace resources, both stagnated products and innovations, provide opportunity for variance. Finally, the competence element of practice varies between a traditional consumer culture ethos and innovative change vis-a-vis consumer creativity. This study contributes to consumer culture theory and demonstrates how changing patterns and cultures of consumption interact with the centrality of enforcement of both governmental level regulations and consumer best practices for improved environmental sustainability. The context of this research is the use of anti-fouling paint among leisure boaters.