Drivers of Ethical Consumption: Insights from a Developing Country

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aut.relation.endpage189
aut.relation.issue2
aut.relation.journalJournal of Macromarketing
aut.relation.startpage175
aut.relation.volume43
dc.contributor.authorHasan, Sabeehuddin
dc.contributor.authorWooliscroft, Ben
dc.contributor.authorGanglmair-Wooliscroft, Alexandra
dc.date.accessioned2023-05-15T23:07:39Z
dc.date.available2023-05-15T23:07:39Z
dc.date.issued2023-04-10
dc.description.abstractWEIRD countries (Western, Educated, Industrialised, Rich, Democratic) consume well above the earth's capacity to produce. Non-WEIRD countries look on, with justifiable envy and want to increase their standard of living. Not only do we need to reduce consumption in WEIRD countries, we need also to understand the non-WEIRD citizens’ motivations to avoid/reduce future issues caused by over-consumption. This paper covers the breadth of phenomena of ethical consumption habits and their drivers in Pakistan. In-depth unstructured interviews were conducted with Pakistani respondents and analysed using laddering technique to uncover drivers of ethical consumption. Consumption choices in Pakistan are driven primarily by religiosity and frugality. While concern for health and environmental conservation is shared with WEIRD countries, underlying values (conformity and tradition) differ. These results emphasize the need to understand the drivers in developing societies and adjusting our marketing programs to improve societal wellbeing and environmental protection.
dc.identifier.citationJournal of Macromarketing, ISSN: 0276-1467 (Print); 1552-6534 (Online), SAGE Publications, 43(2), 175-189. doi: 10.1177/02761467231168045
dc.identifier.doi10.1177/02761467231168045
dc.identifier.issn0276-1467
dc.identifier.issn1552-6534
dc.identifier.urihttps://hdl.handle.net/10292/16136
dc.languageen
dc.publisherSAGE Publications
dc.relation.urihttps://journals.sagepub.com/doi/10.1177/02761467231168045
dc.rights.accessrightsOpenAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subject35 Commerce, Management, Tourism and Services
dc.subject3506 Marketing
dc.subjectGeneric health relevance
dc.subject1399 Other Education
dc.subject1505 Marketing
dc.subject2103 Historical Studies
dc.subjectMarketing
dc.subject3506 Marketing
dc.titleDrivers of Ethical Consumption: Insights from a Developing Country
dc.typeJournal Article
pubs.elements-id502535
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