Towards a Balanced View of Consumerism

Abstract

Points out some deficiencies in consumer attitudes. Confirms that the emergence of consumerism has, generally, been welcomed, not only by customers, journalists and educators, but even by businessmen who, ostensibly, have most to lose from the activities of an organised consumer movement. Demonstrates, herein, that the actual behaviour of consumerists is given as evidence that there are aspects of the consumer movement which are of help to no‐one, least of all consumers. Confirms the concern specifically with consumerists' expressed and implicit attitudes towards the effects of consumer protection measures on private and social costs; the realities of consumer behaviour and the needs of the customer; and the workings of the modern competitive marketing system. Sums up that consumerism leads to decisions being made on behalf of consumers, rather than by consumers, which can only harm consumers and this cannot be disregarded.

Citation

Foxall, G. (1978), "Towards a Balanced View of Consumerism", European Journal of Marketing, Vol. 12 No. 4, pp. 264-274. https://doi.org/10.1108/EUM0000000004987