290. IJRM. Dynamics in Promoting Sustainable Behavior.
November 2, 2023
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In this interview, Dr. Kyle Murray details how sustainable behavior can be effectively promoted through an understanding of values, energy, and consumer experience. By leveraging these insights, we can motivate greater engagement in eco-friendly actions.
Key Points:
Value and energy dynamics: Sustainable behavior hinges on consumer values and energy level. Grasping this interplay enables us to motivate eco-conscious actions.
Energy-effort correlation: High energy levels combined with genuine willingness reduce perceived effort in sustainable practices.
Energizing consumers: Creating energetic environments can facilitate greater consumer participation in sustainable behavior.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Dr. Kyle Murray is a behavioral scientist and Professor of marketing at the Alberta School of Business. He studies innovation and behavior change challenges in business and society, using the tools of experimental psychology and behavioral economics to better understand the choices that people make. Kyle's research has been published in leading journals in marketing, management information systems and organizational behavior, including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of the Academy of Marketing Science, MIS Quarterly, MIT Sloan Management Review and Organizational Behavior and Human Decision Processes. He has also published two books: The Retail Value Proposition and CB: Consumer Behavior (now in its 3rd Canadian Edition).
Kyle's research and teaching have been recognized with a variety of awards, including the McCalla Professorship, Killam Professorship, Petro-Canada Young Innovators Award and the Mackenzie Teaching Award of Excellence.
As a consultant, he has worked in the areas of consumer marketing, customer loyalty, e-commerce, and pricing for clients including Competition Bureau of Canada, Consumers Council of Canada, General Motors, Industry Canada, Johnson and Johnson, Leger, The Research Intelligence Group, LoyaltyOne and Microsoft.
Prior roles at the Alberta School of Business include Acting Dean (2021 to 2023), Vice Dean (2017 to 2021) and Director of the School of Retailing (2008 to 2017). Dr. Murray began his career as an Assistant Professor at the Richard Ivey School of Business and has been a visiting professor at INSEAD (France), Monash Business School (Melbourne, Australia), and TU Dublin (Ireland). He holds a B.Sc. in Psychology and Ph.D. in Marketing and Psychology from the University of Alberta.
Co Author
Dr. Li Yan
College of Business Administration, Capital University of Economics and Business, China
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International Journal of Research in Marketing
Kyle Murray
Li Yan