Consumer Social Responsibility Research Articles

Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory

PurposeThis study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.Design/methodology/approachData are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.FindingsWith the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.Originality/valueBy considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.

Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?

AbstractGeneration Z (Gen‐Z), representing a demographic cohort of persons born from 1995 to 2010, has demonstrated their concerns for environmental protection. On September 20, 2019, for example, millions of Gen‐Zs from over 150 different countries across the globe embarked on a protest to pressure decision‐makers and governments to help save the planet. Such campaigns have caused firms to rethink how they operate by adopting green operations in their production and distribution of products. The footwear industry is not left out. The problem this research sought to address is the assessment of the effect of green consumer knowledge on green purchase behavior among Gen‐Z consumers towards footwear while assessing the roles of consumer social responsibility, green advertising, and green consumer trust. The study was quantitative in nature and used an online questionnaire to survey 559 Chinese Gen‐Z consumers. Findings revealed that although green consumer knowledge had a direct effect on green purchase behavior, this effect was partially mediated by consumer social responsibility. The effect of consumer social responsibility on green purchase behavior was positively moderated by green advertising, and the moderating effect of green advertising was further strengthened by green consumer trust. Finally, the mediating effect of consumer social responsibility was conditional on the moderating effects of green advertising and green consumer trust. It was concluded that green consumer knowledge is an essential ingredient in enhancing Gen‐Z consumers' green purchase behavior towards footwear, as such, advocacy and pressure groups must increasingly conscientize consumers.

Perceived Corporate Social Responsibility and Its Effects on Consumer Social Responsibility: A Value-Belief-Norm Perspective

The main purpose of this study is to explore consumer perceived corporate social responsibility (or perceived CSR) and its effects on consumer social responsibility (CnSR) in the food and beverage (F&B) industry in Vietnam. We built on the Value-Belief-Norm Theory to propose a model that explains how perceived CSR induces consumers to perform consumer social responsibility. Using a survey of 460 Vietnamese consumers, we examine the relationships between personal values (altruistic, biospheric, egoistic, conservative and openness to change), perceived CSR, and CnSR. The research results show that perceived CSR does affect CnSR through awareness of negative societal consequences, ascribed responsibility, personal norms, and social norms. Moreover, personal norms tend to significantly shape CnSR. The study provides important theoretical and practical implications by shedding light on how enterprises can improve their CSR efforts to appeal to consumers and promote CnSR.

CnSR: Exploring Consumer Social Responsibility Using Machine Learning-Based Topic Modeling with Natural Language Processing

This study delves into Consumer Social Responsibility (CnSR) within the fashion industry, with the goal of understanding consumers’ sustainable and responsible behavior across three major consumption stages: acquisition, utilization, and disposal. While “corporate” social responsibility (CSR) has been extensively studied in the literature, CnSR that sheds light on “individual consumers” has received less attention and is understudied. Using topic modeling, an unsupervised machine learning (ML) technique that uses natural language processing (NLP) in Python, this study analyzed textual data consisting of open-ended responses from 703 U.S. consumers. The analysis unveiled key aspects of CnSR in each of the consumption processes. The acquisition stage highlighted various ethical and sustainable considerations in purchasing and decision making. During the utilization phase, topics concerning sustainable and responsible product usage, environmentally conscious practices, and emotional sentiments emerged. The disposal stage identified a range of environmentally and socially responsible disposal practices. This study provides a solid and rich definition of CnSR from the perspective of individual consumers, paving the avenue for future research on sustainable consumption behaviors and inspiring the fashion industry to create goods and services that are in line with CnSR.

Gen Z consumers’ sustainable consumption behaviors: influencers and moderators

PurposeThe purpose of this study is to explore Generation Z (Gen Z) consumers’ sustainable consumption behaviors at a university campus by examining various antecedent and moderating influencers of their sustainable consumption behaviors.Design/methodology/approachA quantitative research methodology is used in this study. A structured questionnaire was administered (n = 279) to young college students (Gen Z consumers in the context of this study) enrolled at a large state university in the USA. The structural equation model was used to test the hypothesized relationships in the conceptualized model.FindingsStudy findings show that social responsibility (feelings, engagement and expectations) and external incentives (material and social) positively influence Gen Z consumers’ sustainability interests, which in turn influences their sustainable consumption behaviors (actions). Collectivist cultural values did not appear to have any statistically significant effect on Gen Z consumers’ sustainable consumption interests. Moreover, learned helplessness, perceived barriers and the awareness of the consequences of sustainability consumption actions did not have any significant moderating effect on Gen Z consumers’ sustainable consumption behavior.Research limitations/implicationsThe questionnaire was only sent to students majoring in business degrees, which may limit the generalizability of this study to broader Gen Z consumer populations. Expanding this study to include non-business students may be valuable as a next step. Replicating this study in different cultural environments of international countries could enhance the relationships identified in this study.Practical implicationsConsumer social responsibility education along with material and social incentives will encourage Gen Z consumers’ participation in sustainable behaviors at college campuses.Originality/valueThis research provides valuable insights into understanding the importance of consumer social responsibility and external incentives in influencing Gen Z consumers’ sustainable consumption intentions and behaviors. Accordingly, consumer social responsibility education and incentive programs need to be developed to encourage the participation of Gen Z consumers in sustainable consumption.

Low Consumer Social Responsibility Increases Willingness to Buy from Large vs. Small Companies

Previous research mainly concentrated on the link between the company size and consumer perceptions related to corporate social responsibility (CSR). Here we aim to extend the previous findings to the context of the consumer’s individual trait of social responsibility. Building on signaling theory, we analyze such signals as company size and demonstrate that consumers have a decreased willingness to buy a product originating from a large company as compared to a small company. However, the effect flips for consumers with low social responsibility as they show a higher willingness to buy large company products. We contribute to signaling theory by showing that consumer traits such as consumer social responsibility can play an important role in the effectiveness of the signal. In addition, these findings contribute to consumer social responsibility research as well as consumer behavior literature by showing that the company size effect is moderated by consumer social responsibility. Theoretical and managerial implications are discussed together with directions for future research.

Toward a knowledge economy: Factors affecting the sustainable consumption behavior in the Chinese online education industry.

Buoyed by recent calls to research and advance the knowledge economy and sustainable development. This study explains how the role of the knowledge economy in influencing the COVID-19 pandemic has emerged with numerous opportunities for the global E-learning or online education industry. And, knowledge sharing behavior has been hugely driven by various sharing platforms concerning a new paradigm for diversifying education and learning. However, our study is to further extend the understanding and examine the related empirically correlations to deepen online education for sustainable development (OESD). Both advancing theoretical underpinnings and enhancing the online education industry are highly integrated and introduced toward a sustainable pathway. This study brings the perspectives from consumer value, social identity social exchange, and value-attitude-behavior to explain sustainable consumption behavior in the Chinese online education industry (SCBOEI). Thus, the relationship among factors in this study is statistically examined and the SCBOEI model as the new theoretical insight is introduced in a way of sustainable consumption behaviors in the Chinese online education industry. Finally, this study addresses managerial implications to practitioners, the government, universities, and markets. Employing a quantitative approach, about 559 valid questionnaire surveys are collected from Chinese higher education institutions. This study includes participants from four controlling variables (age, education level, family income, and gender) and six latent variables. The bootstrapping method was applied to validate mediating factors and their interacting relationships. The finding reveals that a set of classic psychological theories related fits the SCBOEI in higher education from the consumer value, contextual factors, social identity, sustainable consumption attitudes, and consumer engagement to explain SCBOEI. The mediating role of identity, sustainable consumption attitudes, and consumer engagement is highly concerned. The value and contextual factors directly make impact on SCBOEI through identity, sustainable consumption attitudes, and consumer engagement. The study significantly contributes to enriching the theoretical bases for advancing the literature on sustainable consumption behavior and online education. Our research provides managerial insights into government policy about the online education industry and marketers to set more advertisements to wake awareness of SCBOEI. Furthermore, higher education institutions should encourage their employees and students to participate in SCBOEI actively. All the stakeholders are essential to lead the consumer to SCBOEI by shaping their internal psychology while paying more attention to social equality (education, gender), responsible consumption, and decent economic development. Overall, addressing these issues will help to provide scholars with novel theoretical insights and practitioners with managerial advice.

Pro-environment behavioural moderators of the association between perceived walkability and social activity

Background– several studies have confirmed the potential influence of walkability on social activity, but whether this relationship can be modified by pro-environment behaviours has not been evaluated. This study aimed to assess the association between perceived (self-reported) walkability and social activity and to ascertain whether this potential relationship is moderated by pro-environment behaviour (PEB) and socially responsible consumption (SRC). Methods– This study adopted a cross-sectional design with a sensitivity analysis and techniques against common methods bias. The study population was residents in Ablekuma North Municipality, Ghana. Participants were 792 residents who met some inclusion criteria. The G*Power 3.1.9.4 software was employed to determine a minimum sample for the study. Hierarchical linear regression (HLR) analysis was used to present the findings. Results– The study found a positive association between neighbourhood walkability and social activity, which suggests that residents who lived in more walkable neigbourhoods reported higher social activity. SRC and PEB positively moderated the foregoing relationship between neighbourhood walkability and social activity. Conclusions– Residents who lived in more walkable neighbourhoods reported higher social activity, and the positive relationship between walkability and social activity is strengthened by SRC and PEB. It can be concluded that walkability better supports social activity among residents with higher pro-environment behaviours.

Does consumer social responsibility augment corporate social responsibility: A reciprocal analysis of external stakeholder from stakeholder theory perspective

AbstractThis study attempts to reveal the reciprocal analysis between the corporates and external stakeholders to substantiate the nexus how socially responsible practices amplify the repute of organizations. This study fulfills the literature gap by investigating the role of corporate social responsibility (CSR) and external stakeholders (consumers) by equipping consumer social responsibility (CnSR) as an intervening variable from the stance of stakeholder theory. The results by engaging SEM model demonstrated the positive connection of CSR on consumers in terms of two streams, that is, satisfaction toward CSR‐oriented firms and retention toward CSR‐oriented firms. The extended testing uncovered the positive moderating impact of CnSR and education on consumers' satisfaction and retention. These findings yield two‐way insights to augment green and environment‐friendly reciprocal connections in shaping a better community. In addition, how CnSR can bridge the gap is another interesting outcome of the study whereby experts may consider such a gauge for future work to report more exciting findings from assorted perspectives worldwide.

Do meat anti-consumption opinions influence consumers' wellbeing?-The moderating role of religiosity.

The study aims to determine the role of personal factors, consumer social responsibility, and social marketing among meat anti-consumers. The study tests a model of anti-consumption using a sample of 597 (n = 597) participants from a cluster of young consumers through the distribution of the questionnaires in the Pakistani market. SEM employing the AMOS model for path relationships along with the Johnson-Neyman technique for moderation was mainly used. Results prescribe religiosity as the moderating driver of the anti-consumption of meat among young consumers in Pakistan. Consumer social responsibility is a robust antecedent, while social marketing is significantly documented for sustainability motives. Consumers apprise the personal health and environmental domain as an auspicious component for meat anti-consumption. The study reveals social marketing motivations for anti-consumption that eventually steers marketers and policymakers in shaping the concerned strategies. Our study delivers new insights into food anti-consumption behavior that provides guidelines for policymakers who heed consumer eating behaviors. The study is among pioneer work that establishes the moderating role of religious motivations and meat anti-consumption behavior among Muslim consumers to acquire healthy wellbeing.

Influence of COVID-19 on Environmental Awareness, Sustainable Consumption, and Social Responsibility in Latin American Countries

This article aims to investigate the effect that COVID-19 has on environmental awareness, sustainable consumption, and consumer social responsibility. Although some recent research focused on this phenomenon, there are still no studies applied to Latin American consumers. In this study, the data comes from 1624 responses from Latin American consumers who also represent different generations, equitably distributed in 400 from Chile (24.6%), 421 from Colombia (25.9%), 401 from Mexico (24.7%), and 402 from Peru (24.8%). Data were collected through self-administered questionnaires using an online survey via Google Forms through email and social networks (Facebook, LinkedIn, Instagram, and WhatsApp) from July 2021 to September 2021. This study uses a quantitative methodology using a structural equations model (SEM) to examine the cause–effect relationships of the explanatory model of this study. The main findings indicate that consumers from these countries declare that their behaviors have become ecologically and socially responsible. In addition, these respondents indicated that they had increased their interest in sustainable consumption and in acquiring environmentally friendly products to reduce waste and negative impacts on the environment derived from consumption. Based on the results, this research provides useful information to change or re-direct the communication and strategies of governments, brands, organizations, and society to promote actions and behaviors that help reduce the negative impact on the environment derived from consumption in a Latin American market. Managerial implications are provided.

From Corporate Social Responsibility to Consumer Social Responsibility: Evolution, Implications and Future Directions

From Corporate Social Responsibility to Consumer Social Responsibility: Evolution, Implications and Future Directions

Consumers’ Social Responsibility in the Process of Energy Consumption—The Case of Poland

Although European energy policy supports the reduction of energy consumption, the current economic and political situation in Poland and uncertainty related to the origin of energy sources do not support it. Therefore, the aim of this paper is to identify and assess the factors that affect the energy-saving behaviour of Polish consumers in the process of energy consumption. The research problem concerns the specificity of behaviours that are part of new trends in consumption, such as greening and the ethical dimension of consumption. The research question arises as to what the social responsibility of consumers is in the process of energy consumption. The research problem comes down to the question of factors that determine the behaviour of an individual consumer in the energy market. In order to realise the indicated purpose of the article, a conceptual research model was built and direct research was conducted using the research method, which was an online survey (CAWI). The research was run among 1422 individual consumers. After verifying 14 research hypotheses, it can be concluded that energy-saving behaviour is influenced in similar ways by a set of factors. In the paper there are findings which show that the generally understood energy-saving behaviour (Y1—at home and Y2—off-site) is influenced by the following factors: X1—energy-saving knowledge, X3—green consumer values, X5—social influence, X6—beliefs, and X7—consumer awareness. The specific mechanism of influence of each of the dominant factors is that the higher the intensity of these factors in consumer behaviour, the more actions are taken to save energy inside or outside the home. However, X2—energy-saving cost perception and X4—materialism presents this influence mechanism only for Y1—energy-saving behaviour at home.

Consumer Social Responsibility (CnSR) in the Circular Economy of Global Value Chains

What does it mean for global consumers to be 'socially responsible' in the context of sustainable supply chains? Why should Consumer Social Responsibility (CnSR) in the sustainable value chains matter? In this paper, we examine global consumers' responsibilities in the context of the United Nations' Sustainable Agenda 2030, Goal 12. Goal 12 addresses sustainable production and consumption. We explore CnSR from normative and descriptive standpoints. We look explicitly at the consumers' duties and responsibilities to influence global production and supply networks. To accomplish this purpose, we apply philosophical theories to the importance of sustainable value chains, especially to the meaning of 'value' in a sustainable supply chain. Consumers can and should influence corporations with global supply chains to produce goods sustainably while still meeting consumers' needs worldwide. We also look at why consumers should be willing to live up to these responsibilities in the context of sustainable supply chains.

Jumping on the Bandwagon of Responsibility—Or Not? Consumers’ Perceived Role in the Meat Sector

It is evident that sustainable meat consumption and production require shared responsibility for actions and consequences by consumers and producers. Therefore, this study aimed to identify the relevant focus areas within the meat food value chain that consumers attach relevance to. Furthermore, the study provides an understanding of potential actions of consumer social responsibility (CNSR) and reasons for not taking responsibility. The study is based on an online consumer survey (n = 1003) including standardized and open-ended questions. Data were analyzed via content analysis using a combination of inductive and deductive analyses in an iterative process. Results reveal that consumers consider animal husbandry as the core area where there is a need to take responsibility. This is followed by food safety, slaughtering, and transport, while environment and social issues related to the working conditions of employees are judged to have lower relevance. In most focus areas, the large majority of respondents attribute responsibility to one or several of the other stakeholder groups but not to consumers of meat products. Recommendations for the meat sector as well as for policymakers are derived in this paper to further encourage meat consumers to take their part of the overall responsibility.

The associations between pro-environment behaviours, sustainability knowingness, and neighbourhood walkability among residents of Accra Metro in Ghana: A cross-sectional analysis

BackgroundPhysical activities such as walking are a form of transportation in the neighbourhood; people reach their destinations through walking. Research to date has substantially evidenced the beneficial effects of walking and other physical activities on health outcomes. From these perspectives, neighbourhood walkability and behaviours that improve it play a crucial role in healthy transportation. AimTo assess the associations between pro-environment behaviours (i.e., socially responsible consumption (SRC) and pro-environment behaviour (PEB)) and neighbourhood walkability, and to ascertain whether these relationships are moderated by sustainability knowingness. MethodsThis study employed a cross-sectional design with sensitivity analysis and recommended steps against common methods bias. The participants were residents in the Accra Metropolitan Area (Accra Metro), Ghana. Self-reported questionnaires were used to gather data from 625 residents. Exploratory factor analysis and hierarchical linear regression analysis were used to present the results. ResultsPEB and SRC had a positive association with neighbourhood walkability, with the latter having a stronger association with neighbourhood walkability. The relationship between these behaviours and neighbourhood walkability was significantly strengthened by sustainability knowingness. ConclusionHigher neighbourhood walkability was associated with higher SRC and PEB, which means that residents can contribute to improved neighbourhood walkability with their pro-environment behaviours. Residents’ sustainability knowingness or their knowledge about sustainability and its importance can enhance the positive influence of pro-environment behaviours on neighbourhood walkability.

Mapping the socially responsible consumption gap research: Review and future research agenda

AbstractThis paper provides a wide‐ranging view of the literature that is relevant to study the gaps in socially responsible consumption (SRC). The research design follows a three‐stage analytical procedure. First, we critically review the main concepts and vocabularies used in the field and propose a framework that organizes existing studies into four major types according to their approaches and focus: gap prediction, willingness ‘to go responsible’, gap understanding and barriers to SRC. Second, a qualitative content analysis provided a set of words and semantic categories for text searches in bibliographic databases. Findings showed that the Anglo‐Saxon countries lead the field, and that patterns are changing, such as the rise of China as a contributor. Finally, a bibliometric analysis of 3,367 articles, retrieved from the Scopus and Web of Science databases, identified the intellectual structure of the SRC gap literature, top contributors (countries, publications and authors), mature and emerging themes and the main barriers to SRC adoption. The 25 top journals published almost 50% of the articles and citations. The International Journal of Consumer Studies (IJCS) stands out as the only journal focused on consumer behaviour among the most prolific publications in the SRC gap literature. This finding makes the IJCS the benchmark for researchers in the field. The SRC gap research addresses five domains: clean energy, biodiversity, public safety, food‐related issues and consumer marketing research. These domains share six reasons for the SRC gaps: economic and financial factors, information and knowledge barriers, sense of effort, lack of feelings of responsibility, contextual and social factors and supply aspects. Overall, this study provides clarity into the relevant literature that helps the SRC gaps’ understanding and identifies directions for future research.

Antecedents of Consumer’s Purchase Intention Towards Energy-Efficient Home Appliances: An Agenda of Energy Efficiency in the Post COVID-19 Era

This study focuses on the energy efficiency in the past COVID-19 era and targeted the young population of Pakistan who are facing the critical situation of COVID-19 era and much aware that this situation will badly affect the energy situation when COVID-19 will end and they also aware that energy efficient appliances will be the most valuable products after the COVID-19 era. Data was collected from five major cities of Pakistan and analyzed by applying structure equation modelling through smart-PLS 3.3. Results show that knowledge of eco-labels has significant impact on perceived functional values, green trust and purchase intention of energy efficient home appliances. Results further indicate that consumers social responsibility has significant impact on personal norms and purchase intention of energy efficient home appliances. Moreover, functional value and green trust mediates the relationship of knowledge of eco-labels and purchase intention of energy efficient home appliances. Furthermore, attitude towards energy efficient appliances mediates the relationship between consumers social responsibility and purchase intention but surprisingly no mediating affect of attitude between consumer social responsibility and purchase intention of energy efficient home appliances. This study presents an antecedent model for predicting energy-efficient home appliances based on consumer awareness. This study will help companies for technology innovation and improvements in the efficiency of household appliances are among the key functional values that companies should emphasize, in order to attract consumers to value the surprising energy-saving effects of appliances.

The Evaluation of Business Tools for Encouraging Social Responsibility in Older Consumers

Being close to consumers, retail chains have a considerable influence on the formation of social responsibility in society. By applying various means of encouragement, these entities try to draw the attention of consumers to problems in the society and encourage them to contribute to socially responsible activities. The aim of this research was to evaluate whether the means of promoting social responsibility applied in the biggest retail chains of Lithuania selling alimentary products have an influence on a consumer and encourage them to contribute to the promotion of the idea of social responsibility. Analyses of scientific literature, qualitative approaches based on 482 in-depth interviews, analyses of data obtained during the survey, mathematical–statistical analyses and comparative analyses were applied in this research. This article represents the results of the obtained research and emphasizes the main factors promoting and limiting the social responsibility of consumers. It was identified that the social responsibility of consumers in the field of environmental protection is formed by information provided by business entities, company images and other people surrounding the consumer. Social responsibility in the field of charity and support was influenced by information provided by business entities and other people’s opinions. Furthermore, the article concludes with the development of models showing which elements business entities should orient towards in order to promote the social responsibility of consumers in the field of environmental protection or charity and support. The compiled model can be used by all business subjects acting in the retail trade and trying to encourage users to become involved in socially responsible activities.

Socially responsible consumption: Between social welfare and degrowth

The main objective of this study is to characterize socially responsible consumption (SRC) through the lens of social welfare and degrowth proposals. The central research questions are (i) whether SRC can contribute to the realization of the foundations of a degrowth society and (ii) whether SRC fits into the critique of the economic growth paradigm. These are essential questions because SRC is often treated as an “invention” of affluent societies that seek more sophisticated methods of consumption (such as conspicuous, green, and ethical consumption) due to the prevailing cultural system. We challenge this viewpoint by drawing on studies from the intersection of social and environmental sciences. For this purpose, Talcott Parsons’ extended AGIL paradigm is introduced, referred to as AGIL+DE, as is our proposal of nature-based social welfare. Although this study is preliminary, its task is to develop new interpretative possibilities for the sociology of degrowth and innovative approaches to consumption in particular. The results suggest a change of approach in the study of the consumption phenomenon from the side of redefined social welfare, with a focus on moderate (SRC) and more radical (degrowth) solutions respecting the environmental impact. This change of approach to consumption requires rethinking and incorporating new empirical indicators.