Understanding Indigenous Knowledge in Contemporary Consumption: A Framework for Indigenous Market Research Knowledge, Philosophy, and Practice from Aotearoa

Despite increased attention being given to Indigenous rights, decolonization, and reconciliation in a broader business setting, the engagement of business, marketing, and consumer studies with Indigenous cultures and peoples is negligible. Although Indigenous and First Nations peoples have a signifi...

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Bibliographic Details
Published in:Knowledge
Main Authors: Tyron Rakeiora Love, C. Michael Hall
Format: Article in Journal/Newspaper
Language:English
Published: MDPI AG 2024
Subjects:
indigenous knowledges
indigenous peoples
indigenous research
marketing research
consumer research
business research
Electronic computers. Computer science
QA75.5-76.95
New Zealand
First Nations
Online Access:https://doi.org/10.3390/knowledge4020018
https://doaj.org/article/9037e5c1e0574e4180e56922e5a2373c
Description
Summary:Despite increased attention being given to Indigenous rights, decolonization, and reconciliation in a broader business setting, the engagement of business, marketing, and consumer studies with Indigenous cultures and peoples is negligible. Although Indigenous and First Nations peoples have a significant position in the social sciences, there is no specific body of marketing or consumer knowledge that is dedicated to Indigenous knowledge and practices, even though there is a growing interest in more inclusive and transformative marketing. This paper reports on current research on Indigenous worldviews and marketing, with a continuum of Indigenous research being presented which is particularly informed by Māori experiences in Aotearoa New Zealand. Several appropriate research methods for advancing Indigenous knowledge are presented. The paper concludes by noting the potential contributions that Indigenous knowledge may provide and some of the challenges faced.

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