Hybridization of human-nature relationships et shifts in consumption practices: an analysis through the lens of Descola’s ontologies[Hybridations des relations homme-nature et changements de pratiques de consommation : une analyse au prisme des ontologies de Descola]

This research investigates how individuals connect with nature and how different perceptions of continuity or discontinuity with non-human entities influence their consumption habits. Drawing on Descola's (2005) critique of the traditional distinction between nature et culture, this study empirically examines the concept of "ontological hybridity" introduced by the authors. Through qualitative data collected from 25 consumers, the analysis reveals the process by which non-naturalist ontologies infiltrate the dominant ontology, which serves as a critical backdrop for them. Amplified by triggering events, these infiltrations give rise to hybrid ontologies that drive changes in consumption practices. We discuss the perspectives introduced by ontological infiltrations for both the marketing field and society at large.