This study explores how retailers can contribute to addressing consumers’ various psychological dispositions to co-create sustainable consumption in the retail context.
Authors
Victor Saha, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Charles Jebarajakirthy, Griffith University, Nathan, QLD, Australia.
Naman Sreen, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Praveen Goyal, Birla Institute of Technology and Science, Pilani, Rajasthan, India.
Venkatesh Mani, Montpellier Business School, France.
Sameer Deshpande, Griffith University, Nathan, QLD, Australia.
Summary
Over the years, the retail sector has been showing increasing interest in inculcating sustainable consumption practices and behaviors among their consumers. This study, accordingly, explores how retailers can contribute to addressing consumers’ various psychological dispositions to co-create sustainable consumption in the retail context.
In that regard, the MAPED framework has been developed corresponding to White et al.’s SHIFT framework for exploring the process and mechanism of co-creating sustainable consumption in the retail sector. This comprehensive conceptual framework has been developed using a methodological approach of critical review and analysis of the extant academic literature on value co-creation and sustainable consumption. Accordingly, this study attempts to contribute to both sustainable consumption and value co-creation literature.
Published in: Australasian Marketing Journal
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