ABSTRACT

The purpose of this chapter is to juxtapose contemporary perspectives on Transformative Consumer Research (TCR) with views on sustainability as represented by the recent call for sustainable consumption and production (SC&P) in society. In this chapter, we first provide a brief overview of the extant research on sustainability (environmental/green consumption) in consumer research (see Kilbourne & Beckmann, 1998, for a thorough review of the marketing field’s contributions through the mid-1990s), then introduce the concept of SC&P. We conclude by connecting SC&P with TCR by highlighting how the combined efforts of these two perspectives can propel TCR forward in the domains of research and teaching.