Understanding the Brazilian Consumerism Movement from a Decolonial Perspective: The Case of Proteste

From a decolonial perspective, the present study analyzes how and why Eurocentric consumerism was adopted by Proteste, a Brazilian consumerist organization that is associated with Euroconsumers, a European consumer defense organization. Marketing literature scarcely discusses decolonial issues related to consumerism, resulting in a limited understanding of how Eurocentric consumerist organizations influence consumerism in the Global South, and...