In Search of the Meaning of Mindful Consumption- An Exploratory Study of Generation Y
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Purpose: : The purpose of the study is to understand what is the meaning of mindful consumption for Generation Y consumers. There exist theoretical studies on mindful consumption but there is limited empirical research on mindful consumption and its meaning.
Method: This is a qualitative study with a social constructionist and relativist approach as meaning is socially constructed and there is not one single truth. The study’s research design includes participant-produced photographs and semi-structured interviews. The photographs are mainly used for photo elicitation during the interviews.
Theoretical Perspective: The insights from two frameworks will be used as a starting point of the thesis. The first framework is called the... (More) - Purpose: : The purpose of the study is to understand what is the meaning of mindful consumption for Generation Y consumers. There exist theoretical studies on mindful consumption but there is limited empirical research on mindful consumption and its meaning.
Method: This is a qualitative study with a social constructionist and relativist approach as meaning is socially constructed and there is not one single truth. The study’s research design includes participant-produced photographs and semi-structured interviews. The photographs are mainly used for photo elicitation during the interviews.
Theoretical Perspective: The insights from two frameworks will be used as a starting point of the thesis. The first framework is called the ‘development of mindful consumption’ and the second framework is the ‘mindful consumption’ construct.
Empirical Data: The empirical data of the thesis includes the collection of 205 participant-produced photographs and semi-structured interviews with 14 participants. The totality of the interviews is included in the study. In addition, a few of the participant-produced photographs have been included in the findings to illustrate the quotes of participants.
Conclusion: The findings have shown that the meaning of mindful consumption is complex and varied. Seven main themes have emerged from the empirical data and represent the meaning of mindful consumption for Generation Y consumers. The complexity of the meaning of mindful consumption makes it difficult to create a comprehensive framework or model that would represent its multi-faceted meaning. However, the findings have contributed to the knowledge on mindful consumption and its meaning to consumers. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8952368
- author
- Raymaekers, Alexandra LU and Avila, Liliana LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Mindful Consumption, Anti-Consumption, Over-Consumption, Mindset, Responsibility
- language
- English
- id
- 8952368
- date added to LUP
- 2018-06-28 14:37:12
- date last changed
- 2018-06-28 14:37:12
@misc{8952368,
abstract = {{Purpose: : The purpose of the study is to understand what is the meaning of mindful consumption for Generation Y consumers. There exist theoretical studies on mindful consumption but there is limited empirical research on mindful consumption and its meaning.
Method: This is a qualitative study with a social constructionist and relativist approach as meaning is socially constructed and there is not one single truth. The study’s research design includes participant-produced photographs and semi-structured interviews. The photographs are mainly used for photo elicitation during the interviews.
Theoretical Perspective: The insights from two frameworks will be used as a starting point of the thesis. The first framework is called the ‘development of mindful consumption’ and the second framework is the ‘mindful consumption’ construct.
Empirical Data: The empirical data of the thesis includes the collection of 205 participant-produced photographs and semi-structured interviews with 14 participants. The totality of the interviews is included in the study. In addition, a few of the participant-produced photographs have been included in the findings to illustrate the quotes of participants.
Conclusion: The findings have shown that the meaning of mindful consumption is complex and varied. Seven main themes have emerged from the empirical data and represent the meaning of mindful consumption for Generation Y consumers. The complexity of the meaning of mindful consumption makes it difficult to create a comprehensive framework or model that would represent its multi-faceted meaning. However, the findings have contributed to the knowledge on mindful consumption and its meaning to consumers.}},
author = {{Raymaekers, Alexandra and Avila, Liliana}},
language = {{eng}},
note = {{Student Paper}},
title = {{In Search of the Meaning of Mindful Consumption- An Exploratory Study of Generation Y}},
year = {{2018}},
}