Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm
- 1 June 1997
- journal article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 17 (1) , 4-24
- https://doi.org/10.1177/027614679701700103
Abstract
This article argues that micromarketing cannot examine the relationship between sustainable consumption and the quality of life critically because the essence of the relationship lies in the dominant social paradigm. Only macromarketing can address this relationship effectively. It is within the intellectual purview of macromarketing to expand the domain of inquiry to include technological, political, and economic benefits and costs of consumption, thus challenging the paradigm itselfKeywords
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