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Can The Socially Responsible Consumer Be Mainstream?

Author

Listed:
  • Devinney, Timothy M.
  • Auger, Pat
  • Eckhardt, Giana

Abstract

Empirical evidence reveals that the general notion of an ‘ethical’ consumer is a myth. However, in specific contexts specific individuals will reveal their social preferences through their consumption choices. Yet this implies that it is niche contexts and niche individuals that lead to a niche of socially responsible consumers. This article discusses the possibility that this niche phenomenon can be expanded so that more social consciousness arises through consumption choice. We argue that to making the socially responsible consumer mainstream entails a logic not unlike that used to enhance the other intangible aspects of consumption.

Suggested Citation

  • Devinney, Timothy M. & Auger, Pat & Eckhardt, Giana, 2012. "Can The Socially Responsible Consumer Be Mainstream?," Zeitschrift für Wirtschafts- und Unternehmensethik - Journal for Business, Economics & Ethics, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 13(3), pages 227-235.
    • Handle: RePEc:nms:ethics:doi_10.1688/1862-0043_zfwu_2012_03_devinney
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    File URL: https://www.nomos-elibrary.de/10.5771/1439-880X-2012-3-227
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    Citations

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    Cited by:

    1. Rockenbach, Bettina & Pigors, Mark, 2015. "Consumer Social Responsibility," VfS Annual Conference 2015 (Muenster): Economic Development - Theory and Policy 113139, Verein für Socialpolitik / German Economic Association.
    2. Michael P. Schlaile & Katharina Klein & Wolfgang Böck, 2018. "From Bounded Morality to Consumer Social Responsibility: A Transdisciplinary Approach to Socially Responsible Consumption and Its Obstacles," Journal of Business Ethics, Springer, vol. 149(3), pages 561-588, May.
    3. Kumju Hwang & Hyewon Kim, 2018. "Are Ethical Consumers Happy? Effects of Ethical Consumers' Motivations Based on Empathy Versus Self-orientation on Their Happiness," Journal of Business Ethics, Springer, vol. 151(2), pages 579-598, August.

    More about this item

    Keywords

    Consumer Behaviour; Social Consumption; Intangible Attributes;
    All these keywords.

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • I30 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General
    • Z10 - Other Special Topics - - Cultural Economics - - - General

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