Handan Vicdan, Emre Ulusoy, Jack S. Tillotson, Soonkwan Hong, A. Ekici, Laetitia Mimoun
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Food prosumption technologies: A symbiotic lens for a degrowth transition
Prosumption is gaining momentum among the critical accounts of sustainable consumption that have thus far enriched the marketing discourse. Attention to prosumption is increasing whilst the degrowth movement is emerging to tackle the contradictions inherent in growth-driven, technology-fueled, and capitalist modes of sustainable production and consumption. In response to dominant critical voices that portray technology as counter to degrowth living, we propose an alternative symbiotic lens with which to reconsider the relations between technology, prosumption, and degrowth living, and assess how a degrowth transition in the context of food can be carried out at the intersection of human–nature–technology. We contribute to the critical debates on prosumption in marketing by analyzing the potentials and limits of technology-enabled food prosumption for a degrowth transition through the degrowth principles of conviviality and appropriateness. Finally, we consider the sociopolitical challenges involved in mobilizing such technologies to achieve symbiosis and propose a future research agenda.
期刊介绍:
Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory. A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.