Original paper
Understanding the Brazilian Consumerism Movement from a Decolonial Perspective: The Case of Proteste
Abstract
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...
Paper Details
Title
Understanding the Brazilian Consumerism Movement from a Decolonial Perspective: The Case of Proteste
Published Date
Sep 21, 2020
Journal
Volume
41
Issue
2
Pages
315 - 331
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Notes
History