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Understanding ‘underconsumption core’: How a new trend is challenging consumer culture

By Omar H. Fares, Lecturer in the Ted Rogers School of Retail Management, Toronto Metropolitan University
Seung Hwan (Mark) Lee, Professor and Associate Dean of Engagement & Inclusion, Ted Rogers School of Management, Toronto Metropolitan University

‘Underconsumption core’ is a trend that challenges overconsumption by encouraging people to maximize the utility of their purchases and buy only what they truly need.

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