Contemplative consumer activism as a driver for social change

Cal, Betul and Hamilton, Kathy and Tsougkou, Eleni (Lenia) (2023) Contemplative consumer activism as a driver for social change. In: 48th Academy of Marketing Science (AMS) Annual Conference 2023, 2023-05-17 - 2023-05-19, Hilton New Orleans Riverside.

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The aim of this research is to investigate the role of consumers' inner skills such as looking inside, self-observation and self-transformation as major resources on instituting social change. To achieve this aim, the research conceptualizes the idea of contemplative consumer activism, which refers, as an alternative form of activism, to contesting the established social order or any constituent of it by introducing implied disruptions through the mobilization of a more individual, secluded, and meditative resource base. It proposes mindfulness as a means that provides the consumer with this inner yet effective resource base in driving social change. In this conceptualization, the research relies on the Transformative Consumer Research agenda in that it theorizes about social change that is aimed to contribute to wellbeing, which starts at an individual level and expands into the larger aspects of society. The planned methodology includes qualitative research design employed in various UK-based research contexts.