Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/23961
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dc.contributor.authorJagannathan, Srinath-
dc.contributor.authorBawa, Anupam-
dc.contributor.authorRai, Rajnish-
dc.date.accessioned2021-05-31T04:48:30Z-
dc.date.available2021-05-31T04:48:30Z-
dc.date.issued2020-
dc.identifier.citationRai, R., Bawa, A., & Jagannathan, S. (2020). Narrative worlds of frugal consumers: unmasking romanticized spirituality to reveal responsibilization and de-politicization. Journal of Business Ethics, 161, 149-168. doi:https://doi. org/10.1007/s10551-018-3931-1en_US
dc.identifier.issn01674544 (Print)-
dc.identifier.issn15730697 (Online)-
dc.identifier.urihttp://hdl.handle.net/11718/23961-
dc.description.abstractExtant literature romanticizes frugality as a lifestyle trait that helps in the spiritual evolution of consumers, which in turn enables them in overcoming the negative consequences of materialism and over-consumption. Extant studies have not paid attention to cultural contexts, such as caste and gender, which could outline the non-volitional enactment of frugality in societies such as India. We draw from the work of the political philosopher Alain Badiou to argue that frugality embodies non-volitional subjectivities and is linked to processes of responsibilization and de-politicization. We engage with layered narratives from three story-sites and conceptualize frugality as a socio-political subjectivity that disenfranchises consumers and normalizes inequality. Our study provides evidence of how consumers are made to adopt frugality to conform to political conservatism and unequal orders of caste and gender.en_US
dc.language.isoenen_US
dc.publisherJournal of Business Ethicsen_US
dc.subjectAtonicen_US
dc.subjectBadiouen_US
dc.subjectCasteen_US
dc.subjectConsumptionen_US
dc.subjectDaliten_US
dc.subjectDe-politicizationen_US
dc.subjectFrugalityen_US
dc.subjectGenderen_US
dc.subjectIndiaen_US
dc.subjectInequalityen_US
dc.subjectResponsibilizationen_US
dc.subjectRomanticizationen_US
dc.subjectSpiritualityen_US
dc.subjectSubjectivityen_US
dc.titleNarrative worlds of frugal consumers: unmasking romanticized spirituality to reveal responsibilization and de-politicizationen_US
dc.typeArticleen_US
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