Abstract
This Journal of Macromarketing special issue on “Sustainability as Megatrend II” was guest edited by Andrea Prothero of University College Dublin and Pierre McDonagh of the University of Bath. The Journal has had a long-standing commitment to the topic of environmental sustainability (see our June 2010 and September 2014 special issues) and I am again very pleased with the assemblage of new research the guest editors have brought together for this special issue. The seven rigorously refereed articles question consumption through voluntary and obligatory sufficiency concepts; apply macromarketing analysis to the commercialization of water resources; examine how consumers confront the dominant food system through naturalistic foodways; discuss how to mobilize slow fashion as an alternative to the current fashion system; investigate through experiments how narcissistic exhibitionism affects sustainable behaviors; link sustainability to marketing thought via metrics of efficiency and distributive effectiveness; and consider the hedonic side of sustainable consumption expressed by a counter-hegemonic movement in a developing economy. In their introductory article, our guest editors preview these fine works and discuss how macromarketing research informs our understanding of sustainability. The Journal owes Andy and Pierre a profound debt of gratitude for putting together such an excellent assemblage of macromarketing thought.
Commentary and Book Review
A commentary essay expands upon two recent books, Adam Minter’s Junkyard Planet (2013) and Edward Humes’ Garbology (2013), and a new book edited by Patrick E. Murphy and John F. Sherry, Jr., Marketing and the Common Good: Essays from Notre Dame on Societal Impact, is also reviewed.
Calls for Papers: Special Issues and Conferences
Mario Campana, Andreas Chatzidakis, and Mikko Laamanen will guest edit a special issue on “Alternative Economies”. The submission deadline is August 31, 2015 and the planned publication date is March 2017. Ann-Marie Kennedy and Andrew Parsons will guest edit a special issue on “Macro-Social Marketing”. The submission deadline is February 28, 2016 and the planned publication date is September 2017. No conference is more relevant to the interests of the Journal than the 40th Annual Macromarketing Conference to be held in Chicago, June 25-28, 2015. Detailed calls for papers and contact information can be found at the back of this issue.