Enabling and Cultivating Wiser Consumption: The Roles of Marketing and Public Policy

Lucie Ozanne, Jason Stornelli, Michael G. Luchs, David Glen Mick, Julia Bayuk, Mia M. Birau (), Sunaina Chugani-Marquez, Marieke Fransen, Atar Herziger, Yuliya Komarova, Elizabeth Minton, Farnoush Reshadi, Gillian Sullivan-Mort, Carlos Trujillo, Hyeyoon Bai, Tavleen Dhandra and Miguel Zuniga
Additional contact information
Lucie Ozanne: University of Canterbury [Christchurch]
Jason Stornelli: OSU - Oregon State University
Michael G. Luchs: WM - College of William and Mary [Williamsburg]
David Glen Mick: University of Virginia
Julia Bayuk: University of Delaware [Newark]
Mia M. Birau: EM - EMLyon Business School
Sunaina Chugani-Marquez: SDSU - San Diego State University
Marieke Fransen: UvA - University of Amsterdam [Amsterdam] = Universiteit van Amsterdam
Atar Herziger: OSU - The Ohio State University [Columbus]
Yuliya Komarova: Fordham University [New York]
Elizabeth Minton: UW - University of Wyoming
Farnoush Reshadi: Worcester Polytechnic Institute
Gillian Sullivan-Mort: La Trobe University
Hyeyoon Bai: KNU - Kyungpook National University [Daegu]
Miguel Zuniga: Morgan State University

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Abstract: Contemporary consumers, societies, and ecologies face many challenges to well-being. Consumer researchers have responded with new attention to what engenders happiness and flourishing, particularly as a function of consuming more wisely. Consumer wisdom has been conceptualized as the pursuit of well-being through the application of six interrelated dimensions: Responsibility, Purpose, Flexibility, Perspective, Reasoning, and Sustainability (Luchs, Mick, and Haws 2020). However, up to now, the roles of marketing management and government policies with respect to enabling and supporting consumer wisdom have not been thoroughly and systematically considered. To do so, we adopt an integrative approach based on a range of theoretical and empirical insights from both wisdom research in the social sciences and in consumer research. We weave those insights into the stages of an expanded version of the circular economy model of the value cycle, within which we also include the traditional four Ps of the marketing mix. This approach allows us to identify how marketing practices and public policies can enable and support consumer wisdom, resulting in advancements to well-being and the common good as well as restorations to the missions and reputations of business and government.

Keywords: consumer wisdom; well-being; value cycle; marketing management; public policies (search for similar items in EconPapers)
Date: 2021-04-01
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Citations: View citations in EconPapers (5)

Published in Journal of Public Policy and Marketing, 2021, 40 (2), 226-244 p. ⟨10.1177/0743915620975407⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03188180

DOI: 10.1177/0743915620975407

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