This empirical article contributes to the sustainable development debate by examining consumer responses to carbon labels within a real world context. Given the limitations of methodologies that use self‐reported or intended measures of purchasing behaviour, we use the loyalty card data of the largest supermarket retailer in the UK to measure the impact of carbon labels on sales by different consumer segments. The data show that the trial of carbon labels on supermarket own brand products has had no discernible impact on shifting demand to lower carbon products. In order to explore possible reasons for lack of impact, nine focus groups were held using purposive sampling by retailer consumer segments to allow an exploration of awareness, understanding and use of carbon labels. The findings from the focus groups identified possible reasons for this lack of impact: lack of awareness and understanding of carbon labelling; constraining or facilitating social and cultural influences; and the heterogeneous nature of consumers. As a result, a number of implications for stakeholders are discussed. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment.

Empirically compares the emphasis given to writing topics by business communication textbooks and business communication professors with the writing topics that accounting practitioners believe are most important. Addresses the questions: (1) Is there an agreement between the perceptions of accounting executives concerning the importance of certain written communication topics and the space devoted to those topics in the business communication textbooks most commonly used by undergraduate accounting students? (2) Are business communication professors teaching accounting students the writing skills that accounting executives perceive to be the most important? Findings indicate that the business communication courses taken by accounting majors are not emphasizing the writing topics that accounting practitioners believe to be most vital to accountants. The implication is that these courses may not be teaching accounting students the practical writing skills they will need on the job.

Based on environmentally informed marketing strategies, Anthony Giddens' theory of structuration is used to develop new business models that address the twin problems of contemporary capitalism, namely consumer overconsumption and sustainability. Central to the effective implementation of new business models is the individual ethical marketer who acts as an interface between the market, the consumer, and the practices of organizations. Sustainable marketing has to be implemented through the actions of individual marketers, customers, and the institutional system, to avoid what has been heralded as planet Earth's sixth extinction. Giddens theory is used in a practical way to guide the development of a new three‐element marketing policy framework.

From a consumer viewpoint, this paper analyses the factors that constitute an authentic SMI when they endorse products on Instagram. The method is exploratory and qualitative, where focus groups were asked to examine the posts of key influencers. Findings have resulted in the authentic influencer model, composed of four explanatory features. Firstly, trustworthiness. The values of the brand and those of the influencer must be closely aligned. Secondly, the SMI must be transparent. Endorsers must be open about their paid connection to a sponsor. Thirdly, there must be relatability between the SMI and the consumer. Fourthly, the SMI must possess expertise in the product.Whilst previous work has been carried out on corporate brand authenticity in social media, relatively little research has so far been conducted on the SMI and consumer perceived authenticity. Consequently, this work assists in filling a gap, where the analysis could be utilised to develop strategies to enhance the authenticity of the SMIs personal brand, and that of the endorsed organisation. The model here could also help spur research, both qualitative and quantitative, in this important area of business and social media marketing.

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