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| Author: | Kilbourne, W. McDonagh, P. Prothero, A. |
| Title: | Sustainable consumption and the quality of life: A macromarketing challenge to the dominant social paradigm |
| Journal: | Journal of Macromarketing
1997 : SPRING, VOL. 17:1, p. 4-24 |
| Index terms: | MICROMARKETING MACROMARKETING SUSTAINABLE DEVELOPMENT QUALITY OF LIFE TECHNOLOGY CONSUMPTION |
| Language: | eng |
| Abstract: | The article argues that micromarketing cannot examine the relationship btw. the quality of life and sustainable consumption 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 costs and benefits of consumption, thus challenging the paradigm. |
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