ABSTRACT
This chapter expresses consumer culture strategy (CCS) as the "theory-in-practice" complement to the high-theoretical academic ambitions of consumer culture theory (CCT). The goal of CCS is to unlock the great potential of consumer culture scholarship to impact important social and environmental problems. CCT is an improvised discipline that was patched together in an open-ended manner as the loyal opposition to the conventions of the very dominant quantitative traditions of consumer research in marketing departments. Many social and environmental issues are so widespread and important that they have generated a body of theory specifically devoted to the issue. Many thousands of scholars have devoted their careers to advancing understanding of a particular issue, which accumulates into a particular kind of theory-in-practice that we might call "issue theory"—interdisciplinary constellations of theory that are particular to an issue. Focusing on issue theory requires roving outside the comfortable domain of academic journals.
