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Manifestation of Ethical Consumption Behaviour through Five Precepts of Buddhism

Manifestation of Ethical Consumption Behaviour through Five Precepts of Buddhism

Nilanthi Ratnayake, Dushan Chaminda Jayawickrama
Copyright: © 2016 |Pages: 21
ISBN13: 9781466696242|ISBN10: 1466696249|EISBN13: 9781466696259
DOI: 10.4018/978-1-4666-9624-2.ch070
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MLA

Ratnayake, Nilanthi, and Dushan Chaminda Jayawickrama. "Manifestation of Ethical Consumption Behaviour through Five Precepts of Buddhism." Leadership and Personnel Management: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2016, pp. 1591-1611. https://doi.org/10.4018/978-1-4666-9624-2.ch070

APA

Ratnayake, N. & Jayawickrama, D. C. (2016). Manifestation of Ethical Consumption Behaviour through Five Precepts of Buddhism. In I. Management Association (Ed.), Leadership and Personnel Management: Concepts, Methodologies, Tools, and Applications (pp. 1591-1611). IGI Global. https://doi.org/10.4018/978-1-4666-9624-2.ch070

Chicago

Ratnayake, Nilanthi, and Dushan Chaminda Jayawickrama. "Manifestation of Ethical Consumption Behaviour through Five Precepts of Buddhism." In Leadership and Personnel Management: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1591-1611. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9624-2.ch070

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Abstract

Consumption is an essential everyday process. By very nature, it is a means of expressing our moral identities and an outlet for ethical obligations. In more recent years, ethical aspects of consumption have come under greater scrutiny with the emergence of ethical consumption discourses, and are currently associated with a range of consumer behaviours and responsible business practices. To this end, religion is considered an undeniably powerful and concurrently the most successful marketing force that can shape the ethical behaviour, yet under-investigated in consumption practices despite the Corporate Socially Responsibility provoked ethical behaviour. Ethical consumption practices are regularly characterised as consumption activities that avoid harm to other people, animals or the environment where basic Buddhist teachings become more pertinent and practiced in Buddhist communities. This Chapter aims to conceptualise the importance of religious beliefs in ethical consumer behaviour and present the findings of a study that explored whether and how ethical consumerism is reflected through Five Precepts of Buddhism [i.e. (1) abstain from taking life, (2) abstain from stealing, (3) abstain from sexual misconduct, (4) abstain from false speech, and (5) abstain from intoxicants that cloud the mind]. The content of the Chapter contributes to the theory and teaching in the marketing discipline by linking how religious beliefs enhance ethical consumerism that remains largely unexplored.

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