Purpose: This paper aims to provoke a conversation in marketing scholarship about the overlooked political nature of doing research, particularly for those who research issues of social (in)justice. It suggests a paradigmatic shift in how researchers might view and operationalise social justice...

Studies into the ethical aspects of consumption tend to focus on a limited class of actions that are explicitly understood as "ethical consumption". The SARS-CoV-2 pandemic provided a context in which other ethical issues and questions of whom we should care for first, and how, suddenly and...