Transformative Consumer Research

Abstract

Abstract Transformative consumer research ( TCR ) is defined as academic, theory‐based research that examines individual and group‐level problems and opportunities related to consumption, with the goal of improving consumer well‐being. This research approach seeks to engage in rigorous academic research that can offer pragmatic insights on the problems and opportunities of well‐being most relevant to consumers and their environments, with the mission of producing positive and uplifting change for all. The six defining characteristics of transformative research are explored including the goal of improving consumer well‐being, the commitment to di..