Abigail B. Schneider (Ph.D. University of Colorado at Boulder) is Associate Professor and Chair of the Department of Marketing and the MBA at the Anderson College of Business and Computing at Regis University in Denver, Colorado. Dr. Schneider’s research focuses on nonprofit marketing, consumer wisdom, and marketing for social and environmental change. Her work has been published in leading journals such as Appetite, the International Journal of Nonprofit and Voluntary Sector Marketing, and Business Horizons, among others.

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Introduction Overconsumption, a major contributor to environmental degradation and climate change, is often attributed to the field of marketing because of marketing’s historical role in promoting resource-reliant goods and energy-dependent goods and services to the masses. While marketing in some form has existed throughout human history, its …

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