Abstract
This conceptual paper examines the current dominant social paradigm of discount culture through the lens of the fashion industry. Positioning the climate crisis, pandemic and cost-of-living crisis as interconnected, current solutions seem to react to issues independently, exacerbating the other facets of the triple crises, Emerging from the pandemic into a cost-of-living crisis and civil unrest, the paper examines how marketing 5.0 can challenge neoliberal markets and support consumers to engage with new environmental paradigms.
| Original language | English |
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| Title of host publication | Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions |
| Editors | F. Kerrigan |
| Publisher | University of Birmingham |
| Pages | 239-240 |
| Number of pages | 2 |
| ISBN (Print) | 9781399958042 |
| Publication status | Published - 3 Jul 2023 |
| Event | 55th Academy of Marketing Conference - University of Birmingham, Birmingham, United Kingdom Duration: 3 Jul 2023 → 6 Jul 2023 https://academyofmarketing.org/am2023-conference/ (Link to conference website) |
Publication series
| Name | |
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| ISSN (Print) | None |
Conference
| Conference | 55th Academy of Marketing Conference |
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| Abbreviated title | AM2023 |
| Country/Territory | United Kingdom |
| City | Birmingham |
| Period | 3/07/23 → 6/07/23 |
| Internet address |
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