Introduction to the Special Issue: Sustainability as Megatrend I

P. McDonagh, A. Prothero

Research output: Contribution to journalSpecial issuepeer-review

22 Citations (SciVal)


This introduction to the first installment of a double special issue on “Sustainability as Megatrend” provides a summary of the nine articles presented here, against a backdrop of the importance the Journal of Macromarketing has placed on sustainability research. We wish to thank all of our authors for submitting their scholarship. With their contributions, the standing of this Journal in the sustainability discourse is guaranteed well into our futures.
Original languageEnglish
Pages (from-to)248-252
Number of pages5
JournalJournal of Macromarketing
Issue number3
Early online date7 May 2014
Publication statusPublished - Sept 2014


  • Sustainability
  • developmental and critical schools of macromarketing
  • discursive shifts
  • new materialism
  • gleaners and disposers
  • gender and socio-semiotics
  • environmental advertising
  • public markets
  • plant-based diets
  • clothing and textile recycling
  • macromarketing


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