The role of Marketing in Consumer Welfare: Analyzing Dichotomies

Abstract

People often criticize marketing practices for believing that they are unethical and do not stimulate consumer welfare. From this criticism, this paper analyzes how the marketing subject has dealt with the topic of consumer welfare in recent years. Through a theoretical reflection, this work proposes a comparison of the micro and macromarketing dichotomies versus economic welfare and sustainable welfare, being possible to position the role of marketing in two different perspectives and to understand how consumption influences this process. It is noted that these perspectives are positioned in different consumption logics and that the ideology of consumption shapes the dominant understanding of consumer’s welfare. The paper presents the need for a position of marketing researchers in order to integrate the views and objectives of micro and macromarketing, offering society research that includes benefits for organizations and consumers.

Keywords

• macromarketing
• micromarketing
• bem-estar econômico
• bem-estar sustentável
• consumo