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Value through diversity : A systematic literature review to understand diversity and inclusion in consumer research

Author

Listed:
  • Generoso Branca

    (Bocconi University [Milan, Italy])

  • Monica Grosso

    (EM - EMLyon Business School)

  • Sandro Castaldo

    (Bocconi University [Milan, Italy])

Abstract

Embracing diversity and promoting inclusion is a critical challenge for marketers to meet the diverse consumers' needs and have a positive social impact. Despite increasing attention to diversity and inclusion, and calls to address inequalities, there appears to be a lack of a thorough understanding of diversity and inclusion in consumer research, and how marketing can effectively contribute to an inclusive and equity-oriented society. Previous reviews and conceptual articles often focus on specific types of diversity or contexts. This study aims to provide a comprehensive examination of diversity and inclusion in consumer research through a systematic literature review of 52 articles combined with the theory, context, characteristics, and methodology (TCCM) framework. Our findings highlight that companies can actively foster inclusion and enhance equity through their policies, also by addressing stigmatization and marginalization. A conceptual framework outlines the impacts of these policies on individuals, society, and company performances, followed by a detailed research agenda for future studies. This article emphasizes the role of marketing in fostering inclusion but also stimulates practitioners to contribute through policies beyond representation and advertising, such as service and product design, and ensuring vulnerable consumers access to resources.

Suggested Citation

  • Generoso Branca & Monica Grosso & Sandro Castaldo, 2024. "Value through diversity : A systematic literature review to understand diversity and inclusion in consumer research," Post-Print hal-04692540, HAL.
    • Handle: RePEc:hal:journl:hal-04692540
    DOI: 10.1002/mar.22088
    Note: View the original document on HAL open archive server: https://hal.science/hal-04692540v1
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    References listed on IDEAS

    as
    1. Sonia A. Grier & Guillaume D. Johnson & Maura L. Scott, 2022. "From Anxious Spaces to Harmonious Relations? Interracial Marketplace Interactions Through the Lens of Consumer Psychology," Post-Print hal-03591149, HAL.
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