In this article, Giana Eckhardt and Susan Dobscha introduce the construct of ‘conscious pricing’, and describe how it is being used by businesses to address social causes. They emphasize that consumers are not willing to bear the cost of these social issues. Rather, social issues must be addressed at the structural level.
DevinneyTMAugerPEckhardtGM (2010) The myth of the ethical consumer. Cambridge: Cambridge University Press.
4.
GneezyAGneezyUNelsonLDBrownA (2010) Shared social responsibility: A field experiment in pay-what-you-want pricing and charitable gift giving. Science329: 325–327.
5.
KristoffersonKWhiteKPelozaJ (2014) The nature of slacktivism: How the social observability of an initial act of token support affects subsequent prosocial action. Journal of Consumer Research40(6): 1149–1166.
6.
MackeyJSisodiaR (2013) Conscious capitalism: Liberating the heroic spirit of business. Cambridge, MA: Harvard University Press.
7.
MillerD (2012) Consumption and its consequences. Cambridge: Polity.
8.
ParrisTMKatesRW (2003) Characterizing a sustainability transition: Goals, targets, trends, and driving forces. Proceedings of the National Academy of Sciences in the United States of America100(4): 8068–8073.
