Applying a Transformative Consumer Research Lens to Understanding and Alleviating Poverty
Journal of Research for Consumers, No. 19, 2011
9 Pages Posted: 22 Jul 2012
Date Written: 2011
Increasing attention to global poverty and the development of market-based solutions for poverty alleviation continues to motivate a broad array of academicians and practitioners to better understand the lives of the poor. Yet, the robust perspectives residing within consumer research remain to a large degree under-utilized in these pursuits. This paper articulates how applying a transformative consumer research (TCR) lens to poverty and its alleviation can generate productive insights with potential to positively transform the well-being of poor consumers.
Keywords: Poverty, Subsistence marketplaces, Transformative consumer research, Felt deprivation, Power
JEL Classification: M30, M31
Suggested Citation: Suggested Citation