Male Consumers' Socially Responsible Consumption by Product Category and Involvement

Abstract

The goal of this study was to (a) investigate male consumers' attitudes toward two SR products' apparel and food, (b) verify the existence of different profiles of socially conscious consumers regarding their attitudes toward SR apparel and SR food, and (c) examine the impacts of personal values on consumer attitudes toward each of two product categories (SR apparel and SR food) by the level of consumer product involvement. The data were collected from a convenience sample of male consumers using a human intelligence task (HIT) posted on MTurk. The findings suggested that those who place more importance on apparel products are likely to have more favorable attitudes toward SR apparel products than those who care less, and similarly for food products. Different personal value types that influence consumer attitudes toward SR apparel and SR food were identified by the level of product involvement.