Abstract

This research focuses on a particular type of “aesthetic consumption” that meets the needs of consumers and entrepreneurs who are aware of the negativeconsequences of purchasing behaviors. Aesthetic consumption offsets perceived undesirable impacts by infusing social values into purchase decisions and business models. A framework is introduced that describes the response to this type of consumption by aesthetic consumers and “aesthetic entrepreneurs.” The discussion supports future research on factors supporting aesthetic consumption and on how aesthetic consumption differs from other purchasing behavior in a world that is increasingly concerned about sustainability.