Introduction to the Special Issue: Sustainability as Megatrend II

Andrea Prothero, Pierre McDonagh

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This preview article introduces the second installment of a double special issue on “Sustainability as Megatrend” and presents a summary of the research. Connections are made with the first special issue published in September 2014, and the authors conclude with a special thank you to the authors, reviewers, and Editor-in-Chief for their roles in the preparation of the two special issues.

Original languageEnglish
Pages (from-to)7-10
Number of pages4
JournalJournal of Macromarketing
Issue number1
Early online date5 Nov 2014
Publication statusPublished - Mar 2015


  • sustainability
  • consumer resistance
  • green narcissists
  • macromarketing
  • slow fashion
  • slow food
  • sufficiency
  • anti-consumption
  • sustainable consumption
  • water resources


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