Abstract
This paper reviews the literature on Socially-Responsible Consumption Behaviour (SRCB) measurement and proposes a framework of SRCB, based on the Model of Goal-Directed Behaviour (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-behaviour and intention-behaviour 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.
Highlights
Evidence of ethical or Socially Responsible Consumption Behaviour (SRCB) dates back hundreds of years (Crane, 2001)
Applying the Model of Goal-Directed Behaviour (MGB) of Perugini and Bagozzi (2001), to SRCB may result in the following process: anticipated emotions, subjective norms and attitude toward it, combine, to form desires to perform
In this article the author developed a conceptualization of SRCB by reconciling previous views and definitions
Summary
Evidence of ethical or SRCB dates back hundreds of years (Crane, 2001). academic scrutiny of this type of consumer behaviour began in the 1970s (François-Lecompte & Roberts, 2006). Few studies take into account the ethical gap purchasing which underlies the sometimes abyssal difference between what people say or intend to do and what they do (Walker, Miemczyk, Johnsen, & Spencer, 2010) This is usually a result from the social desirability bias (François-Lecompte & Valette-Florence, 2008). There has been a complete lack of stability in the results of the different research on Socially-Responsible Consumption over the past forty years, especially regarding the influence and significance of various exogenous variables such as Perceived Consumer Effectiveness or Collectivism This was generally the result of the production of items specific to the context of the study (culture, size and nature of the sample) or type of products or services studied (Zaiem, 2008). The fourth part discusses the profiling of socially responsible consumers
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