what is mind­ful con­sump­tion?

The Smart Manager - - Sustainability Is A Marketing Problem -

Mind­ful con­sump­tion (MC) is premised on a con­sumer mind­set of car­ing for self, for the com­mu­nity, and for na­ture, that trans­lates be­hav­iorally into tem­per­ing the self-de­feat­ing ex­cesses as­so­ci­ated with ac­quis­i­tive, repet­i­tive and as­pi­ra­tional con­sump­tion1. Most con­sumers do not take care of them­selves de­spite ev­ery­thing they be­lieve in. So how can con­sumers be mo­ti­vated to care for them­selves? How can con­sump­tion boost their self image and gain con­fi­dence? Pre­vi­ously, there was a trend of con­spic­u­ous con­sump­tion—buy­ing or wear­ing a branded prod­uct. How­ever, nowa­days we also find young­sters re­mov­ing lo­gos from branded goods. Peo­ple are re­belling—they are lean­ing to­wards in­con­spic­u­ous con­sump­tion. They now look at how con­sump­tion can be used to make them feel bet­ter, phys­i­cally and emo­tion­ally. So that is the first dimension. The sec­ond dimension is car­ing for the com­mu­nity—how do we ac­cept as con­sumers that we have a so­ci­etal re­spon­si­bil­ity? Are we con­scious that we are in­creas­ing the pres­sure on our planet? Mind­ful Con­sump­tion: A Cus­tomer- Cen­tric Ap­proach to Sus­tain­abil­ity, Jagdish N. Sheth, Nir­mal Sethia and Shan­thi Srini­vas

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