Drawing on the multi-level perspective of socio-technical change and social practice theory, this paper argues that macrosocial marketing must attend to the challenge of aggregate demand reduction in order to support transition to more sustainable marketing systems. However, reversal of current production and consumption system trajectories is a prodigious challenge. To provide deeper insight into that challenge, an ethnographic case study of a failed plastic bag tax identified the mechanisms reinforcing unsustainable marketing systems. Despite widespread awareness and espoused support, the tax failed to meet policy goals. Embeddedness of plastic bags in two inseparable practices (waste management and household provisioning) gave rise to seven themes: Valuableness, skepticism, subversion, blame, juxtaposition, ubiquity and embeddedness, rights and responsibilities, highlighting the roles of habitus and dominant technological regimes, and the notion of markets as sites of conflict. Mapping the system mechanisms highlighted regulating loops locking in systems behaviors at macro (landscape), meso (regimes of technology and practice) and micro (individual consumer and firm) levels. Building on the idea of demarketing, a process of macrodemarketing is proposed as a multi-level challenge to systems unsustainability. A series of macrosocial marketing interventions is proposed, ranging from electoral and education policy, to incentives for closed loop supply chain innovations. Addressing the limitations of the voluntary individual choice perspective, the study contributes insight into sources of resistance and potential capitulation to systems interventions at multiple levels and among multiple stakeholders.

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This paper is based on a study conducted in India on venvironmental marketing practices of Indian companies. The study was set in the backdrop of a new environmentalfriendly culture in India in the early 1990s, primarily due to the complex environmental problems encountered in different parts of the country. The increased awareness and interest shown by Indian companies in respect of environmental management and marketing was evident in the sharp increase of ISO14001 certifi ed companies in the country. However, an important question at this context was how effectively Indian companies were practicing environmental marketing for the benefi t of their customers and other stakeholders. The present paper is an attempt to trace the extent and nature of environmental marketing practice in india and to propose a model for guiding the practice.

Household electricity wastage poses a sustainability issue. Ergonomic interventions that prevent wastage through technological innovations are expensive and complex, making consumers unwilling to adopt them. The study aimed to investigate the motivations and impediments in avoiding electricity wastage. Thirteen Repertory Grid interviews were conducted on household electricity users relating to the behaviour of those living with them. The key motivational themes found were altruistic and egoistic reasons while the impediments were perceived behavioural control, hedonism and self-efficacy. Based on the research findings, a behavioural modification framework was developed to encourage consumers to adopt a higher level of responsible electricity practice through the following suggested interventions - (1) reframing sustainability from 'future-for-others' to 'present-for-us', (2) clarifying responsible consumption and (3) performance feedback. The research identified the key motivations and impediments of being a responsible household electricity user and provided a framework to encourage a higher responsibility level. Practitioner Summary: Household electricity wastage poses sustainability issue: excess CO & high costs. We developed a mindset changing behavioural modification framework. We investigated HFE issues: motivations & impediments of avoiding the wastage, i.e. altruistic, egoistic, behavioural control, hedonism & self-efficacy. The framework provides governments insights into strategies to address the wastage.

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