An Improved Framework for Predicting Socially Responsible Consumption Behavior: The Development of a Processual Approach

Myriam Ertz

doi:10.5539/ibr.v9n4p88

Abstract

<p>This paper reviews the literature on Socially-Responsible Consumption Behavior (SRCB) measurement and develops a framework of SRCB, based on the Model of Goal-Directed Behavior (MGB). First, this theoretical paper provides a conceptualization of SRCB. Second, it discusses the measurement scales developed so far for measuring SRCB. Third, it provides an MGB-based integrative framework of SRCB aimed at narrowing the attitude-behavior and intention-behavior gaps, frequently encountered in the literature. The analysis highlights the bi-dimensional structure – social and environmental concern – of SRCB and acknowledges its modular and evolutionary nature, contingent on the contexts in which it is intended to be measured. It therefore offers tremendous research opportunities for academic researchers and useful guidelines for marketers aiming at the exploration of consumers’ SRCB.</p>

Highlights

Socially-Responsible Consumption Behavior is currently a relatively well-studied and researched area
Since the literature emphasized that socially-responsible consumption behaviors are limited to minimize harmful effects and maximize beneficial impacts during purchase and consumption and during post-consumption processes, and given that the environmental considerations are coupled with social ones, we propose this definition of a socially-responsible consumer as “a consumer engaging in a deliberate effort to acquire, use and dispose of products in manners minimizing negative consequences and maximizing positive ones, on both environmental and social levels”
In this article we developed a conceptualization of Socially Responsible Consumption Behavior (SRCB) by reconciling previous views and definitions of that concept

Summary

Introduction

Socially-Responsible Consumption Behavior (hereafter, SRCB) is currently a relatively well-studied and researched area. This heightened interest in SRCB matches rising concerns regarding environmental degradation and social well-being in the public arena. Considering SRCB as such led to several important issues and notably the famous intention-action gap or the attitude-behavior gap (Walker et al, 2010; François-Lecompte & Valette-Florence, 2008). Instead of a monolithic SRCB construct which reduces multiple dimensions and perspectives of SRCB to a single variable, a more dynamic framework would be more reflective of reality and provide a practical solution to overcome the several gaps and nuances that exist inherently between different aspects of behavior (e.g. affect and action), but which are flattened when mixed up into a single standalone construct

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