Executives' attitudes toward consumerism and marketing: An exploration of theoretical and emperical linkages in an industrializing country Academic Article uri icon


  • This study examines the similarities and differences in the attitudes of marketing and nonmarketing executives towards marketing practices, consumerism, and government regulation in India. Research in the areas of consumerism, organization theory, strategy, and marketing are used to develop the hypotheses. The results reveal a high level of skepticism regarding the operating philosophy of business, discontent with marketing practices, and support for consumerism movement among executives in both groups. The study results provide partial support for the hypotheses that compared to nonmarketing executives, marketing executives will be more defensive of the prevailing marketing practices and less favorably disposed towards consumerism, price controls, and greater government regulation of marketing practices. Managerial and public policy implications of the study are examined. 1994.

published proceedings

  • Journal of Business Research

author list (cited authors)

  • Varadarajan, P. R., Bharadwaj, S. G., & Thirunarayana, P. N.

citation count

  • 16

complete list of authors

  • Varadarajan, P Rajan||Bharadwaj, Sundar G||Thirunarayana, PN

publication date

  • January 1994