Transdisciplinary Consumption

Sue L.T. McGregor

Abstract: For the past 100 years, research about consumption has stemmed from two main disciplines: (a) consumer studies/consumer sciences (including consumer policy and education) (a spin off from home economics) and (b) consumer behaviour research (a spin off from marketing). This paper focuses on these two disciplines because the results of their respective research are used to shape consumer policy and consumer protection legislation and regulations, marketplace competition policy and regulations, consumer product and service information, media coverage of consumer issues, consumer education curricula and pedagogy, and insights into an evolving consumer culture. This paper asks consumer studies/sciences and consumer behaviour scholars to embrace the transdisciplinary methodology in addition to the traditional empirical, interpretive and critical methodologies. It provides an overview of the four axioms of transdisciplinary methodology with examples to illustrate how consumer-related research would change to address the complex reality of 21st century consumption.