Inclusive marketing: A review and research agenda

In today’s globalized, multicultural markets, the diversity of consumer needs highlights the increasing social role of consumption and the demand for marketplace justice. This shift has propelled the importance of inclusive marketing in academic research. Despite its growing relevance, critical aspects of inclusive marketing’s development, including its conceptual framework and consumer responses, remain underexplored. This study systematically reviews 71 articles to elucidate these aspects through four critical research questions. This review utilizes the TCCM framework to scrutinize the predominant theories, contexts, methods, and typologies shaping the domain. It also categorizes scholarly works into a representation of diverse consumers, responses of the marketplace actors, consumer identities in the inclusive marketplace, continuum of inclusive marketing, inclusive marketing under a critical lens, and conceptual boundaries of inclusive marketing. Based on this analysis, the study proposes a refined definition of inclusive marketing. It concludes by suggesting future research directions to advance this emergent field, focusing on unexplored areas with potential for significant academic contribution.