Developing a strong sustainability research program in marketing

Press, M. (2021) Developing a strong sustainability research program in marketing. AMS Review, 11(1-2), pp. 96-114. (doi: 10.1007/s13162-020-00185-6)

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This article takes stock of sustainability research in marketing and argues for developing a Strong Sustainability Research (SSR) program, led by a Consumer Culture Theory (CCT) approach. First, I define weak vs. strong sustainability and identify two main problems with continuing to research business with the weak sustainability approach. Second, I discuss past approaches to sustainability research in marketing, which primarily promote weak sustainability. Third, I use the agriculture industry to illustrate how an SSR program in marketing could be developed to bring insights to practitioners and policy makers and build new modes of production, consumption and exchange. Finally, I suggest that the SSR program facilitates collaboration between mainstream marketing and CCT researchers by providing a common ontological platform that can transform epistemological differences into complementary strengths. I argue SSR is a way that marketing research can gain broad impact and relevance.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Press, Dr Melea
Authors: Press, M.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:AMS Review
ISSN (Online):1869-8182
Published Online:10 December 2020
Copyright Holders:Copyright © 2020 The Author
First Published:First published in AMS Review 11(1-2): 96-114
Publisher Policy:Reproduced under a Creative Commons License

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