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

Department of Management and Marketing at Sam Houston State University in Huntsville, Texas

Pierre McDonagh

University of Stirling in Scotland

Andrea Prothero

University of Stirling in Scotland

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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