Project: “Development and Validation of the Conscious Marketing Construct”
Researcher: Marketing professor Poh-Lin Yeoh
Objective: “According to the Bentley-Gallup Force for Good report, most Americans believe that businesses have a positive impact on people’s lives. Similarly, marketing practitioners and consumers have developed the belief that companies can do good or even better by doing good things; this intriguing proposition echoes the concept of conscious capitalism, a philosophy that aligns and combines the power of capitalism with the global human consciousness movement.
Conscious marketing is the manifestation of conscious capitalism involving integrated marketing strategies and tactics that can shape consumer perceptions of a business entity. Yet, despite its increasing popularity, it is still difficult to find a precise and commonly accepted definition for conscious marketing. The purpose of this research is to fill the void in the marketing literature by developing and validating a scale for conscious marketing which will further assist both academicians and practitioners in their understanding regarding the nature of conscious marketing, as well as its drivers and consequences.”
https://www.bentley.edu/news/faculty-awarded-bentley-gallup-force-good-grants
