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Cited by 534

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Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm

Kilbourne, William, McDonagh, Pierre, Prothero, Andrea·1997·Journal of Macromarketing
DOI 10.1177/027614679701700103
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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 itself

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Metadata

Authors
Kilbourne, W., McDonagh, P., & Prothero, A.
Venue
Journal of Macromarketing
Publisher
SAGE Publications
Published
1997-06
Volume
17
Issue
1
Pages
4-24
ISSN
  • 0276-1467 (ISSN-L)
  • 1552-6534
DOI
10.1177/027614679701700103
OpenAlex
W2090586707
Cited by
534
References
2
FWCI
22.07
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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Kilbourne, W., McDonagh, P., & Prothero, A. (1997). Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm. Journal of Macromarketing. https://doi.org/10.1177/027614679701700103

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