Abstract
This is a study of how consumption is conceptualized with regards to nature. Using the multidisciplinary field of ecological economics and the work of one of the leading ecological economists Herman Daly, as a theoretical framework, this study finds that the standard mainstream neoclassical economic theory (which mainstream marketing theory is also informed by) has disconnected concepts such as consumption and production from nature and the physical world. Since this disconnection has happened only in theory, not in reality, a re-conceptualization of consumption as connected with the biophysical reality is suggested, one that starts with replacing the preanalytic vision of neoclassical economics with the vision of ecological economics, one that reconnects consumption and value with the environment and the physical world that sustains them. Without doing this, consumption will remain a misleading concept, making it ever more difficult for marketing to take issues of sustainability seriously and to create value for all stakeholders, or even for customers in the longer run.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 37th Annual Macromarketing Conference : Sustainable Development of Markets and Marketing Systems in a Globalized World |
| Editors | Michaela Haase, Michael Kleinaltenkamp |
| Number of pages | 4 |
| Place of Publication | Berlin |
| Publisher | Macromarketing Society |
| Publication date | 13.06.2012 |
| Pages | 510-513 |
| ISBN (Electronic) | 978-3-941240-50-6 |
| Publication status | Published - 13.06.2012 |
| MoE publication type | A4 Article in conference proceedings |
| Event | The 37th Annual Macromarketing Conference - Berlin, Germany Duration: 13.06.2012 → 16.06.2012 Conference number: 37 |
Keywords
- 520 Other social sciences
- consumption
- sustainability
- preanalytic vision
- nature
- marketing theory
- dominant social paradigm
- KOTA2012