A measurement model for the socially responsible consumer

• Autores: Carmen Berné Manero, Marta Pedraja Iglesias, Pilar Ramo Sáez
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 11, Nº. 1, 2014, págs. 31-46
• Idioma: inglés
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• Resumen

  • Companies will benefit promoting consumer awareness of their social re- sponsibility contained in offers, when purchasing decisions are made. Thus, identifying the sensitive consumer, a Socially Responsible Consumer (SRC) is essential; but research centred on defining and empirically validating this theoretical concept has been absent. Thus, in order to provide a unanimous view of the responsible socially consume, we propose and validate a measurement model of the concept. This work is empirically addressed through a consumer survey. The analysis of the data confirms the SRC as an abstract concept, which can be measured by three order dimensions reflecting activities indicative of social responsibility, civic behaviour and corporate social responsibility as a criterion of purchase. To facilitate a superior valuation of products and their selection at purchase time, corporations should address and com- municate first of all those actions identified directed to their internal clientele, person- nel, and to the conservation of the environment.