Socially Responsible Consumers: Profile and Implications for Marketing Strategy

Abstract

Recognizing the practical and theoretical necessity of understanding the mechanisms governing the penetration of socially responsible consumption in the minds of consumers, the authors of this article have devised a behaviour-based scale for measuring socially responsible consumption, while providing a detailed description of consumer profiles from most to least socially responsible. Using a sample of 752 respondents representative of the province of Quebec (Canada), this study identifies six profiles of consumers that vary in terms of socially responsible consciousness. Findings presented will help businesses operating in this booming market sector to enhance marketing strategies accordingly.