Browsing by Author "Bawa, Anupam"
Now showing items 1-1 of 1
-
Narrative worlds of frugal consumers: unmasking romanticized spirituality to reveal responsibilization and de-politicization
Jagannathan, Srinath; Bawa, Anupam; Rai, Rajnish (Journal of Business Ethics, 2020)Extant 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. ...