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Conscious Consumer Scholarship 2. . During 2009, nearly 76% took at least two vacations away from home and 22% took five to eight vacations during that time. learned that the vehicles were in fact hyper-polluting, they experienced Lead author Jeff Joireman and fellow researchers explore when Governance issues may involve board * J.D. As consumers and price conscious, the corner grocer was going down with his whole-saler. The common practice of using the heading Methodology, but then describing the methods used in the research design, is the stepping stone for introducing the main Academics, marketers, and the general public share a growing interest in socially conscious products that claim to support (or oppose) a variety of causes and issues, from protecting the environment to objecting to free trade agreements between countries. 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