Mindful consumption: a customer-centric approach to sustainability

@article{Sheth2011MindfulCA,
  title={Mindful consumption: a customer-centric approach to sustainability},
  author={J. Sheth and Nirmal K. Sethia and S. Srinivas},
  journal={Journal of the Academy of Marketing Science},
  year={2011},
  volume={39},
  pages={21-39}
}
How effectively business deals with the challenges of sustainability will define its success for decades to come. Current sustainability strategies have three major deficiencies: they do not directly focus on the customer, they do not recognize the looming threats from rising global over-consumption, and they do not take a holistic approach. We present a framework for a customer-centric approach to sustainability. This approach recasts the sustainability metric to emphasize the outcomes of… Expand
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