Abstract
The present paper reviews previous literature on postcolonialism in consumer research. We thus provide a historical overview and identify seven recurring themes (consumption in developing countries; cross-cultural inquiry; ethnic consumer identity; globalization; imported consumer goods; resistance to Westernization; subalternity and racial oppression) before concluding with an agenda for future research.
| Original language | English |
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| Publication status | Published - 29 Jul 2024 |