Discussing the universality of Marketing’s ecological and social transition

Discuter de l'universalité de la transition écologique et sociale du Marketing

Ségolène Anzangossoue
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Ségolène Anzangossoue: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper explores the universality of the ecological and social transition in marketing by analysing its ideological underpinnings and implicit exclusions. It draws on an academic corpus and adopts a narrative approach to interrogate critical paradigms supporting this transition, such as Consumer Culture Theory (CCT) and Transformative Consumer Research (TCR). The study situates them within a global critique of Eurocentrism and explores their capacity to integrate perspectives from non-Western contexts. The expected results envisage a decolonisation of marketing theories through the tension between universality and pluriversality, to propose strategies adapted to diverse contexts and to renew approaches to sustainability and marketing research.

Keywords: ecological and social transition in marketing; episteme; decolonialisation; Transition écologique et sociale du marketing; épistémè; décolonisation (search for similar items in EconPapers)
Date: 2025-05-14
New Economics Papers: this item is included in nep-mkt
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Published in 41° congrès de l'afm (Association Française du Marketing), Association Française du Marketing, May 2025, Lille, France

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