More-than-human energies shaping atmospheres: An Indigenous-informed perspective

Cateriano-Arévalo E.; Tangoa Sánchez (Isa Sina) D.W.; Tangoa López (Chonon Rawa) P.; Gordon R.; Pesantes M.A.; Schuster L. · Marketing Theory (2026) · DOI: 10.1177/14705931261458425

Resumen

This article adopts an Indigenous-informed perspective to understand how the energy from more-than-human entities (e.g. plants, animals, and spirits) shapes atmospheres of consumption. Drawing on ethnographic research undertaken with members of the Shipibo-Konibo Indigenous group of the Peruvian Amazon, we introduce the concept of koshi, a form of energy generated through relations between humans, plants, animals, and spirits that permeates place and space. We show that more-than-human entities produce affective energies that shape atmospheres through (1) the emanation of koshi to the environment to signal power and presence, (2) the storage of koshi within their bodies for later ritual activation, and (3) the transfer of koshi to humans in healing processes. These processes reveal atmospheres as manifestations of the relations among all beings with positive and negative effects on humans’ health and well-being. By centring Indigenous relationality, this article challenges human-centric and Western theorisations of affect and atmospheres. In doing so, our study contributes to our current understanding of how more-than-human entities, like plants, animals, and spirits, shape and experience consumption. © The Author(s) 2026. This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).