Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date

2016

Abstract

This paper seeks to further the marketer's understanding of ethical consumption by exploring differences in the way people perceive ethical consumption, mindful consumption, and overconsumption. The results support the idea that neither ethical nor mindful consumption designate a clearly defined set of practices. Researchers cannot count on even better- informed consumers to understand the full extent of ethical consumption possibilities or correctly apply more encompassing terms such as mindful consumption or overconsumption. As the construct of ethical consumption broadens to sustainable consumption, researchers will need to carefully operationalize the construct.

About the Authors

Julie M. Pharr is a Professor of Marketing at Tennessee Tech University in Cookeville, TN. She received her doctorate in Marketing from Mississippi State University. She has published articles in a number of scholarly journals including the Journal of Marketing Theory and Practice, Industrial Marketing Management, and the Journal of Small Business Management.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons

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