Document Type



Edith Cowan University

Place of Publication

Churchlands, Western Australia


Faculty of Business and Public Management


School of Management


Morrigan, P., & Paull, M. (2002). Taking your values shopping: conversations about values and fulfilment: dialogue and engagement with customer stakeholders in the Body Shop, Western Australia. Churchlands, Australia: Edith Cowan University.


The specific contribution to this field of study is about customer 'engagement', their values and fulfilment. In this research we wanted to have a conversation with customers of The Body Shop Australia (TBS) about taking their values shopping. We found that TBS customers were remarkably clear and passionate about their own personal values and had no trouble expressing them in a conversation with us. Customer stakeholders in this research expressed values that were 'postmaterialist', concerned with the environmentally human choice and self -expression, gave importance to belonging among family and friends and showed a marked lack of trust in global or large businesses...