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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 1/2011

01.02.2011

Mindful consumption: a customer-centric approach to sustainability

verfasst von: Jagdish N. Sheth, Nirmal K. Sethia, Shanthi Srinivas

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2011

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Abstract

How effectively business deals with the challenges of sustainability will define its success for decades to come. Current sustainability strategies have three major deficiencies: they do not directly focus on the customer, they do not recognize the looming threats from rising global over-consumption, and they do not take a holistic approach. We present a framework for a customer-centric approach to sustainability. This approach recasts the sustainability metric to emphasize the outcomes of business actions measured holistically in term of environmental, personal and economic well-being of the consumer. We introduce the concept of mindful consumption (MC) as the guiding principle in this approach. MC is premised on a consumer mindset of caring for self, for community, and for nature, that translates behaviorally into tempering the self-defeating excesses associated with acquisitive, repetitive and aspirational consumption. We also make the business case for fostering mindful consumption, and illustrate how the marketing function can be harnessed to successfully implement the customer-centric approach to sustainability.
Vorheriger Artikel Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach
Nächster Artikel Sustainability and consumption

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Metadaten
Titel
Mindful consumption: a customer-centric approach to sustainability
verfasst von
Jagdish N. Sheth
Nirmal K. Sethia
Shanthi Srinivas
Publikationsdatum
01.02.2011
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 1/2011
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-010-0216-3

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