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In response to dominant patterns of mainstream consumption evident in developed economies, Consumer Wisdom offers a positive alternative whose objective is to simultaneously promote the well-being of the individual, society, and the natural environment. The current research has two objectives. First, through a series of in-depth interviews with individuals nominated for their wisdom, we provide an empirically grounded theory of Consumer Wisdom. Our theory of Consumer Wisdom is composed of five interdependent facets: Contemplation, Intentionality, Emotional Mastery, Openness, and Transcendence. Next, we synthesize design principles from existing design frameworks and philosophies that align with the facets of consumer wisdom, and we build on these to reflect new insights derived from our theory.
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