PARADIGMS OF THE SELF AND THE ENVIRONMENT IN CONSUMER-BEHAVIOR AND MARKETING

This paper is an attempt at a holistic approach to the study of our environmental crisis and the related implications for the field of consumer behavior and marketing. Contemporary literature in consumer behavior and marketing is examined and the inherent underlying assumptions are discussed. The changing perception of self is proposed as being at the root of our ecological crisis. Implications for future research in Consumer behavior and Marketing are discussed.