Societal normative value change through delegitimation

抄録

The aim of this work is to propose how delegitimization of institutional norms can bring about marketing system change – with the use of self-organisation. To do this we combine marketing systems literature with institutional theory and use examples from the Fashion Revolution organisation in its quest to change the fast fashion system. This paper adds to the existing scholarly conversation by providing a conceptual framework of how macro-social marketers, individuals, and companies can drive delegitimation of institutional norms in the marketing system. The same institutional norms perpetuating wicked problems in the marketing system, causing marketing system failure.