Abstract:
Emerging economies value an increasing GDP
since it symbolises economic growth. South
Africa’s GDP increase has in part stemmed
from the consumption patterns of consumers
who have since 1994 been awarded equal
opportunities and thus have been able to join
the ranks of an emerging middle class
consumer segment. However, current global
trends established that the population’s
consumption practices already exceed Earth’s
bio-capacity by 50%. In this regard the question
remains whether consumption should be
encouraged, especially in emerging economies
such as South Africa where economic growth is
much needed. Current literature does not
adequately address this question, yet experts
suggest that economic, environmental and
social well-being needs to be considered to
ensure the sustainability of natural resources.
These are the resources that will support
consumption on a national level, satisfy human
needs on a personal level and maintain the
integrity of natural reserves for future
generations. Since consumption of products has a direct and indirect impact on the well-being of
both the individual and the larger population,
consumers also have a responsibility to improve
consumer choices thereby reducing the nation’s
social imbalance. Although macro level
intervention is important, consumers
(particularly those who belong to the higherincome
groups), should also make
conscientious decisions that may elicit
economic, environmental and social
responsibility as a measurement of well-being
instead of maintaining the prevailing hedonic
treadmill. White goods serve as a typical
example of products that require more
conscientious deliberation. These products are
deemed objects of affluenza, but simultaneously
bear long term economic and environmental
implications due to their required energy and
water consumption. Based on the
aforementioned arguments, this theoretical
review proposes a unique conceptual
framework that includes the pursuit of subjective
well-being amidst the interplay of various
constructs such as relative deprivation and
affluenza to guide future research endeavours in achieving deeper insight into the complexity
of conscientious consumer decision making in
the South African white goods industry.
