Hybridization of human–nature relationships and shifts in consumption practices: An analysis through the lens of Descola’s ontologies

This research investigates how individuals connect with nature and how different perceptions of continuity or discontinuity with nonhuman entities influence their consumption habits. Drawing on Descola’s critique of the traditional distinction between nature and 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 opportunities presented by these ontological infiltrations for both the marketing field and society at large.