Value through diversity : A systematic literature review to understand diversity and inclusion in consumer research - Archive ouverte HAL
Article Dans Une Revue Psychology and Marketing Année : 2024

Value through diversity : A systematic literature review to understand diversity and inclusion in consumer research

Generoso Branca
  • Fonction : Auteur
Sandro Castaldo
  • Fonction : Auteur

Résumé

Embracing diversity and promoting inclusion is a critical challenge for marketers to meet the diverse consumers' needs and have a positive social impact. Despite increasing attention to diversity and inclusion, and calls to address inequalities, there appears to be a lack of a thorough understanding of diversity and inclusion in consumer research, and how marketing can effectively contribute to an inclusive and equity-oriented society. Previous reviews and conceptual articles often focus on specific types of diversity or contexts. This study aims to provide a comprehensive examination of diversity and inclusion in consumer research through a systematic literature review of 52 articles combined with the theory, context, characteristics, and methodology (TCCM) framework. Our findings highlight that companies can actively foster inclusion and enhance equity through their policies, also by addressing stigmatization and marginalization. A conceptual framework outlines the impacts of these policies on individuals, society, and company performances, followed by a detailed research agenda for future studies. This article emphasizes the role of marketing in fostering inclusion but also stimulates practitioners to contribute through policies beyond representation and advertising, such as service and product design, and ensuring vulnerable consumers access to resources.
Fichier principal
Vignette du fichier
759132-Psychology and Marketing - 2024 - Branca - Value through diversity A systematic literature review to understand diversity.pdf (1.54 Mo) Télécharger le fichier
Origine Fichiers éditeurs autorisés sur une archive ouverte

Dates et versions

hal-04692540 , version 1 (10-09-2024)

Identifiants

  • HAL Id : hal-04692540 , version 1

Citer

Generoso Branca, Monica Grosso, Sandro Castaldo. Value through diversity : A systematic literature review to understand diversity and inclusion in consumer research. Psychology and Marketing, 2024, 20 p. ⟨hal-04692540⟩

Collections

EMLYON
1 Consultations
5 Téléchargements

Partager

More