Evolving Consumer Representations and Roles

Dilip S. Mutum and Ezlika M. Ghazali
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Dilip S. Mutum: Monash University Malaysia
Ezlika M. Ghazali: University of Malaya

Chapter Chapter 7 in Consumers, Society and Marketing, 2023, pp 149-171 from Springer

Abstract: Abstract The way consumers consume goods has changed due to growing awareness of both unethical marketing techniques and the detrimental effects of those practices on society and the environment. Depending on their level of empowerment, their personality, and the market they are in, consumers may adopt different personas and have many identities. Today, consumption is perceived as a reflection of one’s political and moral views in addition to just being an act of buying and selling. Different forms and methods of consumer activism are examined. Then, we make a distinction between various forms of consumer resistance. The chapter also discusses the rising acceptance of alternative consumption among modern consumers.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-031-39359-4_7

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DOI: 10.1007/978-3-031-39359-4_7

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