What is it about?
Using the context of pet ownership, this paper contributes to our knowledge of how individuals enact and/or perform morality in their everyday lives.
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Why is it important?
The marketing discipline is somewhat under-theorised regarding the moral meanings that both shape and are shaped by the everyday consumption practices of consumers. Therefore, this study draws attention to the nuances and contradictory processes within which the moral meanings allied to pet ownership and the pet marketplace are constituted and enacted within consumers’ day-to-day lives.
Perspectives
The original focus for this research study was looking at consumption practices (see Cheetham and McEachern, 2013) but it became apparent that the role of morality featured strongly for many pet owners and this was something we felt that wasn't discussed in great detail, so we wrote this one. We hope you find it interesting.
Professor of Sustainability & Marketing Ethics Morven G. McEachern
University of Chester
Read the Original
This page is a summary of: A conception of moral sensitivity and everyday consumption practices: insights from the moralizing discourses of pet owners, International Journal of Consumer Studies, November 2012, Wiley,
DOI: 10.1111/ijcs.12005.
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