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Discussing the universality of Marketing’s ecological and social transition
[Discuter de l'universalité de la transition écologique et sociale du Marketing]

Author

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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)

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.

Suggested Citation

  • Ségolène Anzangossoue, 2025. "Discussing the universality of Marketing’s ecological and social transition [Discuter de l'universalité de la transition écologique et sociale du Marketing]," Post-Print hal-05495733, HAL.
    • Handle: RePEc:hal:journl:hal-05495733
    Note: View the original document on HAL open archive server: https://univ-paris-dauphine.hal.science/hal-05495733v1
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