Narrative Worlds of Frugal Consumers: Unmasking Romanticized Spirituality to Reveal Responsibilization and De-politicization

Srinath Jagannathan (), Anupam Bawa () and Rajnish Rai ()
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Srinath Jagannathan: Indian Institute of Management
Anupam Bawa: Panjab University
Rajnish Rai: Indian Police Service

Journal of Business Ethics, 2020, vol. 161, issue 1, No 11, 149-168

Abstract: Abstract Extant literature romanticizes frugality as a lifestyle trait that helps in the spiritual evolution of consumers, which in turn enables them in overcoming the negative consequences of materialism and over-consumption. Extant studies have not paid attention to cultural contexts, such as caste and gender, which could outline the non-volitional enactment of frugality in societies such as India. We draw from the work of the political philosopher Alain Badiou to argue that frugality embodies non-volitional subjectivities and is linked to processes of responsibilization and de-politicization. We engage with layered narratives from three story-sites and conceptualize frugality as a socio-political subjectivity that disenfranchises consumers and normalizes inequality. Our study provides evidence of how consumers are made to adopt frugality to conform to political conservatism and unequal orders of caste and gender.

Keywords: Atonic; Badiou; Caste; Consumption; Dalit; De-politicization; Frugality; Gender; India; Inequality; Responsibilization; Romanticization; Spirituality; Subjectivity (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s10551-018-3931-1

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