Why and How Commercial Marketing Should Promote Sufficient Consumption: A Systematic Literature Review

• Published in: Journal of macromarketing Vol. 39; no. 3; pp. 252 - 269
• Main Authors: Gossen, Maike, Ziesemer, Florence, Schrader, Ulf
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.09.2019; SAGE PUBLICATIONS, INC
• Subjects: Literature reviews; Marketing; Sustainable consumption; Systematic review; sustainable consumption; sufficiency; macromarketing; marketing management; systematic literature review
• ISSN: 0276-1467; 1552-6534
• DOI: 10.1177/0276146719866238

Although marketing strategies are often accused of stimulating overconsumption, businesses increasingly show potential as enablers of sufficiency. The concept of sufficiency contributes to sustainable development through the absolute reduction of resources and energy used for consumption by question...