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Das Thema Gender wird im Marketing kontrovers diskutiert. Als Orientierungspunkt für einen angemessenen Umgang wird häufig das Nachhaltigkeitsziel Nr. 5 Geschlechtergleichstellung der Vereinten Nationen genannt. Dieser Artikel geht mit Hilfe einer Literaturanalyse der Frage nach, inwieweit Forschungsergebnisse aus der führenden Marketingliteratur geeignet sind, Gleichstellung im Sinne des Ziels Nr. 5 voranzutreiben. Dabei wird zunächst das Ziel Nr. 5 erläutert und dann betrachtet, welchen Beitrag es für das Marketing Management zur Zielerreichung ermöglicht. Die Erkenntnisse aus der Forschung bieten eine Basis, wie in der Marketing-Praxis gendersensibel agiert werden kann.
Quantitative Umweltbewertungen sind von entscheidender Bedeutung, wenn es darum geht, effektiv auf nachhaltige Produktions- und Verbrauchsmuster hinzuarbeiten. In den letzten Jahrzehnten haben sich Lebenszyklusanalysen (LCA) als praktikables Mittel zur Messung der Umweltauswirkungen von Produkten entlang der Lieferkette etabliert. In Bezug auf Nutzer- und Konsummuster wurden jedoch methodische Schwächen festgestellt, und es wurden mehrere Versuche unternommen, Ökobilanzen entsprechend zu verbessern, beispielsweise durch Einbeziehung von Effekten höherer Ordnung und verhaltenswissenschaftlicher Unterstützung. In einer Diskussion solcher Ansätze zeigen wir, dass den Konzepten des Verbrauchs keine explizite Aufmerksamkeit geschenkt wurde, was häufig zu produktzentrierten Bewertungen führt. Wir führen Theorien sozialer Praktiken ein, um Konsummuster für LCA zugänglich zu machen. Soziale Praktiken sind routinierte Handlungen, die aus miteinander verbundenen Elementen (Materialien, Kompetenzen und Bedeutungen) bestehen, die sie als eine Einheit denkbar machen (z. B. Kochen). Da die meisten sozialen Praktiken eine Art von Verbrauch (Material, Energie, Luft) beinhalten, konnten wir einen Rahmen entwickeln, der soziale Praktiken mit der Ökobilanz verbindet. Der vorgeschlagene Rahmen bietet eine neue Perspektive für quantitative Umweltbewertungen, indem er den Schwerpunkt von Produkten oder Nutzern auf soziale Praktiken verlagert. Dementsprechend sehen wir die Chance darin, die reduktionistische Sichtweise zu überwinden, dass Menschen nur Nutzer von Produkten sind, und sie stattdessen als Praktiker in sozialen Praktiken zu sehen. Dieser Wandel könnte neue Methoden der interdisziplinären Konsumforschung ermöglichen, die beabsichtigte Sozialwissenschaften und wirkungsorientierte Bewertungen einbeziehen. Allerdings bedarf der Rahmen einer weiteren Überarbeitung und vor allem einer empirischen Validierung.
Establishment of calcareous grassland on ex-arable fields by introducing target species is one of the most frequently used methods to restore the species assemblages of this highly endangered habitat type. The present study evaluates the long-term success of calcareous grassland restoration on former arable land in the vicinity of one of the oldest nature reserves in Bavaria, the “Garchinger Heide”. The restoration experiment combined different measures like topsoil removal, transfer of freshly cut seed-containing hay and additional sowing to the following variants in a 21-year experiment: (1) No topsoil removal, no hay transfer (control), (2) no topsoil removal with immediate hay transfer, (3) topsoil removal with immediate hay transfer and (4) topsoil removal with hay transfer 10 years after the start of restoration. Eleven Red List species which had not been transferred successfully were additionally sown after 9 to 19 years. Due to a limited availability of seeds, sowing of these species was mainly restricted to areas with topsoil removal, where better establishment was expected due to low vegetation cover. Five rare species with abundant seed production were also sown to plots without topsoil removal and hay transfer. The nature reserve served both as the donor area of the target species and as the reference to evaluate restoration success. Regarding aboveground biomass and total vegetation cover, greatest similarity to the donor site was observed on plots without topsoil removal. In contrast, the highest numbers of target species occurred on plots with topsoil removal, hay transfer and additional sowing. Similarity in species composition between restoration sites and the reference area increased over time, but species composition of restored sites did not fully reflect the reference after 21 years. One reason for the remaining dissimilarity was probably that topsoil removal favored stress tolerant species which were less common on the mature and more fine-grained soils of the nature reserve. Plots without topsoil removal still differed from the reference by their high vegetation cover and a significantly higher proportion of mesophytic grassland species. The study also showed that 19 Red List species were successfully established on the former arable fields, eight of them presumably by sowing. Nevertheless, various other rare species have not been observed yet. Results on functional traits characterizing environmental adaptation and reproduction also underlined the differences between restoration plots and the reference site. Our study presents a ʽdynamic restoration approachʼ where managers evaluated the original factorial treatments after a decade and modified them by additional treatments where development was sub-optimal. Such additional treatments may have confounded the experimental design, but from a management perspective proved to be a promising option to establish species rich grassland of high conservation value with a reasonable expenditure of time.
Within the frame of the EU Common Agricultural Policy, most countries subsidise the establishment and maintenance of perennial flower strips on arable land within Agri-Environmental Schemes to provide foraging habitats and refuges for wildlife.
In a replicated field experiment, we studied the effects of different types of seed mixtures on the establishment and maintenance of perennial flower strips on fertile arable land in the federal state of Saxony-Anhalt, Germany over seven years. The seed mixtures were commonly applied within recent Common Agricultural Policy funding periods: (1) a low-diversity cultivar standard seed mixture (CULTIVAR), (2) a high-diversity cultivar and native plant mixture (MIX), and (3) a high-diversity native plant mixture (WILDFLOWER). All plots were mulched every year in March and at the beginning of August.
The low success of CULTIVAR triggered the massive encroachment of spontaneously established perennial grasses. In MIX, too, cultivars have disappeared after the first year. Both wildflower variants were successful in maintaining a high cover of sown perennial native forbs and a high ratio of established sown species, even after seven years. WILDFLOWER always tended to show better values than MIX. Furthermore, spontaneously establishing species began to spread their cover in MIX in the fifth year, with a very strongly increasing tendency, whereas in WILDFLOWER cover of spontaneously immigrating species stayed satisfyingly low.
Using native wildflowers to establish perennial wildflower strips was very effective in maintaining high species diversity within the Agri-Environmental Schemes funding period of five years and beyond. WILDFLOWER was especially successful. On the other hand, CULTIVAR failed completely. On fertile soils in regions with rather low yearly precipitation, mulching twice a year supported the maintenance of perennial wildflower strips.
Extensive green roofs (EGRs) offer several beneficial ecosystem services for sustainable urban development. However, most standard green roofs have been designed with species-poor plant mixtures containing non-native species. Aiming to increase the nature conservation values of EGRs, we developed and tested a vascular plant seed mixture including regionally occurring native sandy dry grassland species in experimental miniature roofs in Northwestern Germany (temperate oceanic climate) over 4 years. We tested the mixture at two seed densities (1 and 2 g/m2). Additionally, we tested seeding at 1 g/m2 and introducing raked plant material collected from an ancient dry grassland. The total establishment rates of sown species reached 92–96% in the first year, but dropped to 40–60% in the last 2 years, with the highest values for the plots with raked material. Twenty-four additional species (11 vascular, 7 lichen, and 6 moss species, including 7 red-list species) typical of sandy dry grasslands were introduced through the raked material. Vascular plants reached 60–70% cover in the second year. Severe drought periods in the third and the fourth year led to a strong decline of vascular plant cover then. As this cover was higher in the plots with raked material, we assume facilitative effects through the well-developed cryptogam layer containing a mix of pleurocarpous and acrocarpous mosses and lichens. Spontaneously establishing acrocarpous mosses in sown plots did not seem to provide this same function. We conclude that EGRs designed with regionally occurring sandy dry grassland plant species and especially the application of raked plant material from ancient grassland is a fruitful approach to increase the value of green roofs for native phytodiversity.