ABSTRACT
In Chapter 2, the stress-theory framework situates the affluent consumer body (which includes the mind) in the marketplace, and stress in the consumption context is defined. Micro- and macro-level understandings of sustainable consumption are problematized in relation to the stress framework, and the philosophical base for an embodied understanding of affluent consumption is outlined. From an embodied perspective, consumers’ experience of the marketplace and its representations is a learned bodily activity and skill which shed light on how the consumer body responds to the solicitations of the marketplace and how affluent consumption practice reflects embodied learned dispositions.
