Food prosumption technologies: A symbiotic lens for a degrowth transition

Date

2023

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Source Title

Marketing Theory

Print ISSN

1470-5931

Electronic ISSN

1741-301X

Publisher

SAGE Publications Ltd

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0

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0

Pages

1 - 21

Language

en_US

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Abstract

Prosumption is gaining momentum among the critical accounts of sustainable consumption that have thus far enriched the marketing discourse. Attention to prosumption is increasing whilst the degrowth movement is emerging to tackle the contradictions inherent in growth-driven, technology-fueled, and capitalist modes of sustainable production and consumption. In response to dominant critical voices that portray technology as counter to degrowth living, we propose an alternative symbiotic lens with which to reconsider the relations between technology, prosumption, and degrowth living, and assess how a degrowth transition in the context of food can be carried out at the intersection of human–nature–technology. We contribute to the critical debates on prosumption in marketing by analyzing the potentials and limits of technology-enabled food prosumption for a degrowth transition through the degrowth principles of conviviality and appropriateness. Finally, we consider the sociopolitical challenges involved in mobilizing such technologies to achieve symbiosis and propose a future research agenda.

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Published Version (Please cite this version)