| 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. |