Conscious consumers look beyond a product’s immediate features and “vote with their dollars,” said Ela Veresiu, associate professor of marketing at York University Schulich School of Business. “A socially or environmentally conscious consumer will first think whether consumption is even necessary,”...
It’s often been said that the story of Calgary’s Bre-X Minerals had all the makings of a Hollywood script: gold, love, betrayal and an enduring mystery.