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Book part
Publication date: 27 June 2016

Seonaidh McDonald, Caroline J. Oates and Panayiota J. Alevizou

The purpose of this paper is to examine the ways in which academic researchers frame and conduct sustainability research and to ask to what extent we are limited by these frames.

Abstract

Purpose

The purpose of this paper is to examine the ways in which academic researchers frame and conduct sustainability research and to ask to what extent we are limited by these frames.

Methodology/approach

Our approach is based on an epistemological critique. We begin with a discussion of the ways in which sustainable consumption has been conceptualised within marketing; we question the influence of positivist social science research traditions and examine how research on sustainability is impacted by the structure of academia.

Findings

Our critical reflection leads us to suggest three ways in which sustainability research might be re-framed: a reconsideration of language, a shift in the locus of responsibility and the adoption of a holistic approach.

Research implications

We propose that in order to make progress in sustainability research, alternative frames, terms, units of analysis, method(ologies) and research ambitions are needed.

Originality/value

By making visible our collective, unexamined assumptions, we can now move forward with new questions and agendas for sustainability research.

Content available
Book part
Publication date: 27 June 2016

Abstract

Details

Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

Book part
Publication date: 1 August 2017

Abstract

Details

Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

Book part
Publication date: 3 July 2018

Abstract

Details

Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

Book part
Publication date: 19 September 2019

Abstract

Details

Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

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Book part (5)
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