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Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity
Abstract
Responsible consumption conventionally stems from an increased awareness of the impact of consumption decisions on the environment, on consumer health, and on society in general. We theorize the influence of moralistic governance regimes on consumer subjectivity to make the opposite case: responsible consumption requires the active creation and management of consumers as moral subjects. Building on the sociology of governmentality, we introduce four processes of consumer responsibilization that, together, comprise the P.A.C.T. routine (personalization, authorization, capabilization, and transformation). After that, we draw on a longitudinal analysis of problem-solving initiatives at the World Economic Forum in Davos, Switzerland, to explore the role of P.A.C.T. in the creation of four, now commonplace, responsible consumer subjects: the bottom-of-the-pyramid consumer, the green consumer, the health-conscious consumer, and the financially literate consumer. Our analysis informs extant macro-level theorizations of market and consumption systems. We also contribute to prior accounts of responsibilization, marketplace mythologies, consumer subjectivity, and transformative consumer research.
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“Countervailing discourses of cultural appreciation versus cultural appropriation are fueling a tension between the ethnic consumer subject, who views the consumption of cultural difference as a valorized identity project, and the responsibilized consumer subject, who is tasked with considering the societal impacts of such consumption.”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“In a sociocultural zeitgeist politicized through the lens of 'wokeness' and 'cancel culture' (Kanai and Gill 2020), consumers are hailed as responsibilized consumer subjects (Giesler and Veresiu 2014)exhorted to take responsibility for how their actions intersect with issues of cultural diversity, equity, and inclusion (Arsel, Crockett, and Scott 2022; Bajde and Rojas-Gaviria 2021; Giesler and Ver”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“Prior literature shows that consumers are increasingly held accountable for the broader societal impact of their individual practices across a range of consumption domains (Bajde and Rojas-Gaviria 2021; Giesler and Veresiu 2014; Gonzalez-Arcos et al. 2021).”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“The outcome of the cultural appropriation discourse is that, as it increasingly filters from academic literature into popular culture and public discussions (Finkelstein and Rios 2022; Mosley and Biernat 2021), individuals become constituted as responsibilized consumer subjects (Giesler and Veresiu 2014) with respect to the issue of cultural appropriation.”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“the responsibilized consumer subject, who is tasked with considering the societal impacts of such consumption”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“Although consumers carry comparatively less power than institutional actors such as the state and multinational corporations to shape market practices, responsibilization positions the consumer on par with these institutional actors.”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“Consumer responsibilization toward the issue of cultural appropriation, which has filtered into public consciousness via mainstream and social media (Kanai and Gill 2020), manifests a more 'organic' responsibilization that differs from the institutionally driven process described in Giesler and Veresiu's (2014) work.”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“Reflecting the disproportionate impact of responsibilization on the individual consumer (Giesler and Veresiu 2014), Livy directs the moralistic mandates of the cultural appropriation discourse at themselves, ultimately bearing both the costs of disciplining their own consumption choices and the costs of failing to do so.”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“The reforming strategy reflects less a morality conflict between insiders and outsiders than an emergent 'inside out' responsibilization of consumers (Bajde and Rojas-Gaviria 2021; Giesler and Veresiu 2014).”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
In the citing paper
“As consumers become more responsibilized for societal issues (Giesler and Veresiu 2014), the responsibilized consumer subject is extended to the consumption of cultural difference, repoliticizing it through the cultural appropriation discourse.”
From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Giesler and Veresiu 2014
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“However, these are being liquefied rapidly: the social welfare and support provided by governments and communities are also dissolving or moving down to the individual level (Bauman 2000; Giesler and Veresiu 2014).”
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“This type of theoretical approach to understanding the implications of the discursive field of CSR has begun to be used to study CSR phenomena across a range of disciplines including OS (Vallentin and Murillo, 2012), consumer research (Giesler and Veresiu, 2014) and CSR (Bookman and Martens, 2013).”
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“Ultimately, consumer “responsibilization” (Giesler & Veresiu, 2014) approaches to privacy, predicated around so-called notice and consent regime—that is, reliance on consumer “choice” (Solove, 2012)—have not made it affordable or even feasible for consumers to achieve desired levels of privacy.”
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“Consumer culture theory How are historical forces such as social acceleration (Husemann and Eckhardt 2019), institutional pluralization (Ertimur and Coskuner-Balli 2015), and consumer responsibilization (Giesler and Veresiu 2014) restructuring the political economy of customer experiences?”
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How Do I Carry All This Now?” Understanding Consumer Resistance to Sustainability Interventions
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“Furthermore, many sustainability interventions make individual consumers responsible for societal issues such as climate change and poverty (Bardhi and Eckhardt 2017; Evans 2011; Giesler and Veresiu 2014; Luchs, Phipps, and Hill 2015; Shove 2010).”
BackgroundGiesler, M., & Fischer, E. M. (2016) · Marketing Theory · doi:10.1177/1470593116657908 · Cited by 187
“…DOI: 10.1177/1470593116657908 journals.sagepub.com/home/mtq Coskuner-Balli, 2015; Giesler, 2008, 2012; Giesler and Veresiu, 2014; Humphreys, 2010a, 2010b; Humphreys and Thompson, 2014; Karababa and Ger, 2011; Penaloza and Barnhart, 2011; Sandikci…”
BackgroundInfluentialSelf-citationPaths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class
Crockett, D. (2017) · Journal of Consumer Research · doi:10.1093/jcr/ucx049 · Cited by 188
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Trust as mediator of corporate social responsibility, image and loyalty in the hotel sector
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“…social, economic and environment issues is growing in today’s society, and is reflected in an increasing consumer preference for products or services that help particular social groups in need and aim to further the good of humanity (Bohdanowicz, Zientara, & Novotna, 2011; Giesler & Veresiu, 2014).”
BackgroundThe Relationship between Access Practices and Economic Systems
Eckhardt, G. M., & Bardhi, F. (2016) · Journal of the Association for Consumer Research · doi:10.1086/684684 · Cited by 155
“Contemporary society is also associated with an extreme process of individualization, where identity is transformed from a given into a task where one has the obligation to perform and be responsible for the consequences of their performance (Bauman 2000, 2013; Giesler and Veresiu 2014).”
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Impact of Financial Literacy and Behavioural Biases on Investment Decision-making
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“Financial literacy is the capability to recognize how money acts around the globe, how investors can earn money and skill to administer and get more returns from investment (Giesler & Veresiu, 2014).”
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Price, L. L., Coulter, R. A., Strizhakova, Y., & Schultz, A. E. (2017) · Journal of Consumer Research · doi:10.1093/jcr/ucx115 · Cited by 157
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“According to one study of WEF, its ‘mythology of shared responsibility … formulates a moralistic mandate for the development of strategies and initiatives that frame social, financial, and environmental problems as matters of individual market choice’ (Giesler and Veresiu, 2014).”
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Exploring consumer responsibility for sustainable consumption
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“In a longitudinal analysis of the World Economic Forum at Davos, Giesler and Veresiu (2014) examine how the issue of global warming and climate change has shifted from an issue to be solved by state and multinational corporations, to one that is to be resolved by individual, responsible consumers.”
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“Following a neo-liberal logic, these smartphone applications are designed to encourage consumers to self-govern, to take responsibility for broad environmental and social problems, and to try to solve these through their consumption acts (Giesler and Veresiu 2014).”
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“…also arise in relation to how consumers ’ contestation of algorithmic articulations can be examined from the point of view of consumer morality (Giesler and Veresiu 2014), marketplace ideology (Thompson 2004), market systems (Giesler and Fischer 2017), branding (Arvidsson and Caliandro 2016;…”
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“Though active involvement of consumers is vital in attaining sustainable consumption (Giesler and Veresiu 2014), the collective effort of different actors (e.g., government, trade organizations) at a macro level is also needed (Cataldi, Dickson, and Grover 2010; McRobbie 1997).”
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“Moderating Role of Financial Literacy on the relationship of cognitive factors and Herding Behaviour Financial literacy is a skill of recognising methods of investing in a systemic way (Giesler and Veresiu, 2014).”
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Responsibility and Well-Being: Resource Integration under Responsibilization in Expert Services
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“These marketplace solutions, responsibilization, are in some cases replacing the efforts of government agencies and NGOs (Giesler and Veresiu 2014; Shamir 2008).”
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Introducing the transformative service mediator: value creation with vulnerable consumers
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“Companies generate responsible consumption by obeying ethical norms and environmental protection legislation and by initiating social responsibility campaigns (Giesler and Veresiu, 2014).”
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“The reforming strategy reflects less a morality conflict between insiders and outsiders than an emergent “inside out” responsibilization of consumers (Bajde and Rojas-Gaviria 2021; Giesler and Veresiu 2014).”
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“Financial literacy is understanding how money functions globally, how investors might earn money, and administer investments to maximize profits (Giesler and Veresiu, 2014).”
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“From this standpoint, political consumerist discourses seek to expand consumers’ responsibilized deliberations to include matters related to sustainability and ecological externalities (Giesler and Veresiu, 2014).”
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Framings of Food Waste: How Food System Stakeholders Are Responsibilized in Public Policy Debate
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“Cities and communities are one of the crucial stakeholders and can be sustainable when they are aware of responsible consumption of products and goods (Shuaib et al. 2014; Giesler and Veresiu 2014; Chun and Bidanda 2013; Jayal et al. 2010).”
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Help me, I can’t afford it! Antecedents and consequence of risky indebtedness behaviour
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Political Ideology in Consumer Resistance: Analyzing Far-Right Opposition to Multicultural Marketing
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“In contrast, in far-right consumer resistance, the smearing of the state in protests against multicultural brands could be said to actually politicize, rather than depoliticize, as theorized by Giesler and Veresiu (2014) and Veresiu and Giesler (2018).”
BackgroundInfluentialKylkilahti, E., Berghäll, S., Autio, M., Nurminen, J., Toivonen, R., Lähtinen, K., Vihemäki, H., Franzini, F., & Toppinen, A. (2020) · AMBIO · doi:10.1007/s13280-020-01397-7 · Cited by 60
“…‘consumption style’ stems from the research tradition of consumer self-understanding, which identifies typologies like green consumers, hedonistic consumers, spenders, and financially sensible consumers (Wilska 2003; Autio 2004; Brusdal and Lavik 2005; Autio et al. 2009; Giesler and Veresiu 2014).”
BackgroundThe logic of sustainability: institutional transformation towards a new culture of fashion
Ertekin, Z. Ö., Atik, D., & Murray, J. B. (2020) · Journal of Marketing Management · doi:10.1080/0267257x.2020.1795429 · Cited by 72
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Advanced Style Influencers: Confronting Gendered Ageism in Fashion and Beauty Markets
Veresiu, E., & Parmentier, M. (2020) · Journal of the Association for Consumer Research · doi:10.1086/712609 · Cited by 71
Self-citationMapping the socially responsible consumption gap research: Review and future research agenda
Falcão, D., & Roseira, C. (2022) · International Journal of Consumer Studies · doi:10.1111/ijcs.12803 · Cited by 58
Abideen, Z. U., Ahmed, Z., Qiu, H., & Zhao, Y. (2023) · Risks · doi:10.3390/risks11060109 · Cited by 107
Marketing and compromising for sustainability
Finch, J. H., Geiger, S., & Harkness, R. (2016) · Marketing Theory · doi:10.1177/1470593116657924 · Cited by 55
“By assessing actors’ exchange practices and capacities to act, we extend research that traces shifts in discourses over who is ‘responsible’ for environmental sustainability, and what skills this responsibility requires (Giesler and Veresiu, 2014; Humphreys, 2014).”
BackgroundOntology and circulation: towards an eco-economy of persons
Arnould, E. J. (2021) · Journal of Marketing Management · doi:10.1080/0267257x.2021.2000007 · Cited by 60
“In mainstream marketing, decision-making biases (Bienenstock, 2018) or inadequate responsibilization (Giesler & Veresiu, 2014) on the consumer side, or poor marketing intelligence and inadequate application of customer orientation (e.g. Prahalad & Ramaswamy, 2004) on the marketers’ side,…”
BackgroundWinterich, K. P., Reczek, R. W., & Makov, T. (2023) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-023-00981-z · Cited by 64
“…on changes in individual consumer behavior, resulting in consumer responsiblization, in which responsibility to deal with harm to the natural environment and drive production and consumption systems towards sustainability is placed on individual consumers (Akenji, 2014; Giesler & Veresiu, 2014).”
Thompson, C. J. (2019) · Journal of Marketing Management · doi:10.1080/0267257x.2019.1579751 · Cited by 58
“…1986) but also created an institutional space (albeit a circumscribed one) for critical analyses of the capitalist marketplace and its consumerist, neoliberalising interpellations (Giesler & Veresiu, 2014; Murray & Ozanne, 1991; Tadajewski, 2010; Varman, Skålén, & Belk, 2012; Yngfalk, 2016).”
BackgroundComparison and cross-pollination of two fields of market systems studies
Nøjgaard, M., & Bajde, D. (2020) · Consumption Markets & Culture · doi:10.1080/10253866.2020.1713112 · Cited by 53
Social Emotions and the Legitimation of the Fertility Technology Market
Mimoun, L., Torres, L. T., & Sobande, F. (2021) · Journal of Consumer Research · doi:10.1093/jcr/ucab043 · Cited by 58
“For example, through neoliberal responsibilization (Giesler and Veresiu 2014), victims could turn into villains.”
Impact of Behavioral Biases on Investment Decision; Moderating Role of Financial LiteracyPreprint
Hayat, A. (2016) · SSRN Electronic Journal · doi:10.2139/ssrn.2842502 · Cited by 52
Space as a Resource in the Politics of Consumer Identity
Maciel, A. F., & Wallendorf, M. (2021) · Journal of Consumer Research · doi:10.1093/jcr/ucab002 · Cited by 58
‘Alternative Hedonism’: Exploring the Role of Pleasure in Moral Markets
Caruana, R., Glozer, S., & Eckhardt, G. M. (2019) · Journal of Business Ethics · doi:10.1007/s10551-019-04123-w · Cited by 53
Chronic Consumer Liminality: Being Flexible in Precarious Times
Mimoun, L., & Bardhi, F. (2021) · Journal of Consumer Research · doi:10.1093/jcr/ucab073 · Cited by 51
Ethical qualities in consumption
Shaw, D., McMaster, R., Longo, C., & Özçağlar–Toulouse, N. (2017) · Marketing Theory · doi:10.1177/1470593117699662 · Cited by 54
“Distinct from Giesler and Veresiu (2014), care was not supported by the dominant market infrastructure, which was deemed to put profit first.”
BackgroundInfluentialIyer, E. S., & Reczek, R. W. (2017) · Journal of Public Policy & Marketing · doi:10.1509/jppm.36.250 · Cited by 58
Taking a Stand: Consumer Responses to Corporate Political ActivismPreprint
Korschun, D., Aggarwal, A., & Rafieian, H. (2016) · SSRN Electronic Journal · doi:10.2139/ssrn.2806476 · Cited by 50
Focus groups: history, epistemology and non-individualistic consumer research
Tadajewski, M. (2015) · Consumption Markets & Culture · doi:10.1080/10253866.2015.1104038 · Cited by 49
“Even so, there is good reason for postulating the powerful role of normative practices in shaping our lived experience (e.g. Giesler and Veresiu 2014, 841; Miles 1996, 148; Nixon 2009, 316; Patterson 2014, 25).”
InfluentialHow are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers
Czarnecka, B., & Mogaji, E. (2020) · International Journal of Bank Marketing · doi:10.1108/ijbm-07-2019-0249 · Cited by 49
Ross, S. M., & Milne, G. R. (2020) · Journal of Business Ethics · doi:10.1007/s10551-020-04478-5 · Cited by 52
Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions
Moorman, C., van Heerde, H. J., Moreau, C., & Palmatier, R. W. (2023) · Journal of Marketing · doi:10.1177/00222429231213154 · Cited by 48
“We are fast to put a lot of emphasis on the individual and “ responsibi-lize ” this role (Giesler and Veresiu 2014).”
BackgroundThe responsibilization of “development consumers” through cause-related marketing campaigns
Kipp, A., & Hawkins, R. (2018) · Consumption Markets & Culture · doi:10.1080/10253866.2018.1431221 · Cited by 47
“Producing a market capable of supporting a responsible “development consumer” In order for the responsibilization of consumers to occur, a market must exist that provides them with the capability to make ethical consumption choices (Giesler and Veresiu 2014).”
BackgroundMethodInfluentialSmart Wearable Technologies as Resources for Consumer Agency in Well-Being
Tikkanen, H., Heinonen, K., & Ravald, A. (2023) · Journal of Interactive Marketing · doi:10.1177/10949968221143351 · Cited by 53
“This category thus demonstrates the individualization and responsibilization of well-being through smart technologies (Fuentes and Sörum 2019; Giesler and Veresiu 2014).”
BackgroundMethodInfluentialThe moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions
Prince, M., Yaprak, A., & Palihawadana, D. (2019) · Journal of Consumer Marketing · doi:10.1108/jcm-11-2017-2432 · Cited by 52
Bio-politicizing consumption: neo-liberal consumerism and disembodiment in the food marketplace
Yngfalk, C. (2015) · Consumption Markets & Culture · doi:10.1080/10253866.2015.1102725 · Cited by 47
Self-quantification and the datapreneurial consumer identity
DuFault, B. L., & Schouten, J. W. (2018) · Consumption Markets & Culture · doi:10.1080/10253866.2018.1519489 · Cited by 48
“Giesler and Veresiu (2014), in theorizing the responsibilization of consumers in neoliberal markets, contribute to our understanding of the potential scope of datapreneurial behavior.”
BackgroundInstitutional Constituents of Change for a Sustainable Fashion System
Ertekin, Z. Ö., & Atik, D. (2020) · Journal of Macromarketing · doi:10.1177/0276146720932274 · Cited by 46
“…Gupta, Gwozdz, and Gentry (2019) pointed that, even though the active involvement of consumers is important in attaining sustainable consumption (Giesler and Veresiu 2014), the collective efforts of different actors at macro level is necessary (Boström and Micheletti 2016; Cataldi, Dickson,…”
BackgroundHealth commodified, health communified: navigating digital consumptionscapes of well-being
Cavusoglu, L., & Kaplan, M. D. (2017) · European Journal of Marketing · doi:10.1108/ejm-01-2017-0015 · Cited by 55
The ethical consumption cap and mean market morality
Coffin, J., & Egan–Wyer, C. (2022) · Marketing Theory · doi:10.1177/14705931211058772 · Cited by 59
“But this acknowledgement should not be taken as a further act of consumer responsibilisation (Giesler and Veresiu, 2014).”
BackgroundInfluentialDöbbe, F., & Cederberg, E. (2023) · Journal of Business Ethics · doi:10.1007/s10551-023-05444-7 · Cited by 45
“…(Bauman, 2007; Gabriel & Lang, 2015), and informed by a governmentality perspective (Foucault, 2007a, 2007b, 2008), such research has theorized the creation and management of responsible consumer subjects in terms of ‘consumer responsibilization’ (Giesler & Veresiu, 2014; Kipp & Hawkins, 2019).”
InfluentialSteinfield, L. A., Coleman, C. A., Zayer, L. T., Ourahmoune, N., & Hein, W. (2018) · Consumption Markets & Culture · doi:10.1080/10253866.2018.1512250 · Cited by 43
Listening to consumption: Towards a sonic turn in consumer research
Patterson, M., & Larsen, G. (2018) · Marketing Theory · doi:10.1177/1470593118787583 · Cited by 43
“, 2014), the emergence of the neoliberal consumer subject (Bradshaw, 2011; Giesler and Veresiu, 2014), in addition to a more sensory approach to ethnographic fieldwork (Valtonen et al.”
Metadata
- Authors
- Giesler, M., & Veresiu, E.
- Affiliations
- York University (CA)
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2014-10-01
- Volume
- 41
- Issue
- 3
- Pages
- 840-857
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2135085173
- Cited by
- 613
- References
- 72
- Citations by year
- 2026: 57 · 2025: 61 · 2024: 64 · 2023: 73 · 2022: 58 · 2021: 65 · 2020: 61 · 2019: 42 · 2018: 52 · 2017: 32 · 2016: 30 · 2015: 17 · 2014: 1
- FWCI
- 86.91
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Social Sciences › Sociology and Political Science › Foucault, Power, and Ethics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Keywords
- responsible consumption, consumer subjectivity, governmentality, bottom of the pyramid consumers, green consumers, health-conscious consumers, financial literacy, World Economic Forum, transformative consumer research
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