1997/06/01 by William E. Kilbourne, William Kilbourne, Pierre McDonagh +1 · 532 citations
Business, Management and Accounting · Social Sciences · #Business #Consumer Behavior in Brand Consumption and Identification #Consumption (sociology) #Digital Marketing and Social Media #Economics #Epistemology #Law #Macromarketing #Marketing #Microeconomics #Overconsumption #Political science #Politics #Production (economics) #Quality (philosophy) #Service and Product Innovation #Social science #Sociology #Sustainability #Sustainable consumption
paper · doi:10.1177/027614679701700103
published in Journal of Macromarketing 17(1), 4-24 (SAGE Publishing)
crossref issued 1997/06/01 · crossref published 1997/06/01 · crossref published-online 1997/06/01 · crossref published-print 1997/06/01 · openalex publication_date 1997/06/01 · crossref created 2007/03/10 · openalex created_date 2025/10/10 · crossref deposited 2026/04/29 · crossref indexed 2026/08/04 · openalex updated_date 2026/08/04
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