Problem
Article: "Mindful consumption: a customer-centric approach to sustainability" by Jagdish N. Sheth, Nirmal K. Sethia and Shanthi Srinivas.
The article on mindful consumption develops the "business case" for mindful consumption and discuss how the marketing function can implement this "consumer-centric approach" to sustainability. How do you feel about the ideas being advanced by the authors regarding the above? What are some of the challenges you see for marketers in using this approach to advance mindful consumption and therefore sustainability?