‘Give It Up!’: A Macro-Social Marketing Approach to India's Clean Cooking Fuel Access (2022)
This paper examines how the Government of India (GOI) used macrosocial marketing (MSM) to address the issues of clean cooking fuel accessibility and affordability and structural inequalities in subsidy redistribution. It highlights a novel MSM application to address chrematistics in marketing systems. Two initiatives established by the GOI are examined. “Give It Up” encourages wealthier households to surrender liquid petroleum gas (LPG) subsidies, leaving these to poorer families, and Pradhan Mantri Ujjwala Yojana (PMUY) installs LPG connections for poor, rural women. The research explores how the GOI has addressed economic inefficiencies and structural inequalities, focusing on institutional norms and affordability, accessibility, awareness, and acceptability (the “4As”). The research expands the theoretical boundaries of MSM in relation to poverty and identifies its capacity to affect individual and systemic change through formal and informal institutional changes. Although new institutional norms were adopted, PMUY could not address the ongoing affordability of LPG, despite the changes to LPG subsidies.
CitationJagadale SR, Kemper J ‘Give It Up!’: A Macro-Social Marketing Approach to India's Clean Cooking Fuel Access. Journal of Macromarketing. 027614672211075-027614672211075.
This citation is automatically generated and may be unreliable. Use as a guide only.
ANZSRC Fields of Research35 - Commerce, management, tourism and services::3506 - Marketing::350612 - Social marketing
38 - Economics::3801 - Applied economics::380105 - Environment and resource economics
RightsAll rights reserved unless otherwise stated
Showing items related by title, author, creator and subject.
Leon P; Murray R; Krumdieck S; Gallardo, Patricio (2018)Freight transportation has always been essential for trade and prosperity. The geographic economic accessibility to trade has expanded with modern use of fossil fuels. Geographic economic accessibility (GEA) is a measure ...
Kennedy, Ann-Marie; Veer, Ekant; Kemper, Joya A. (Emerald, 2022)Purpose: This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean the same principles used by social ...
Sustainability worldviews of marketing academics: A segmentation analysis and implications for professional development Kemper, Joya A.; Ballantine, Paul; Hall, Colin Michael (Elsevier BV, 2020)The epistemology of the business school has been argued to be a large barrier towards the integration of sustainability in education and research. This research aims to shed light on the fundamental marketing and consumption ...