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2020 | Book | 1. edition

Background and Thought Read chapter Read first chapter

Consumption Behaviour and Social Responsibility

A Consumer Research Approach

Authors: Karnika Gupta, Narendra Singh

Publisher: Springer Nature Singapore

Book Series : Approaches to Global Sustainability, Markets, and Governance

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

This book investigates the concept of consumer social responsibility (CnSR) by considering the combination of ‘consumption behaviour’ and ‘social responsibility’. It puts forward a theory of responsible consumption behaviour, then models and empirically tests this theory using quantitative research methods. In so doing, the book offers a new consumer behaviour model: the C-A-C-B (Concern-Attitude-Commitment-Behaviour) model.

The book appeals to readers interested in consumer behaviour, research methodologies, social responsibility, corporate social responsibility, segmentation and profiling, sustainability, and structural equation modelling with path analysis and confirmatory factor analysis. The book also offers concrete recommendations that will benefit businesses and governments alike.

Table of Contents

Frontmatter

Introduction

Frontmatter
Chapter 1. Background and Thought
Abstract
This chapter, under ten sections, introduces the subject matters of the concepts ‘consumption behaviour’ and ‘social responsibility’ upon which this book is based. First Sect. 1.1 draws out how environmental thought evolved and reached to the present issues of sustainable development and sustainability. Second Sect. 1.2 enlightens upon initiatives for sustainable development in India and across the globe. Next Sects. 1.3, 1.4, 1.5, and 1.6 shows how Marketing got combined with environment/social responsibility, and how in this regard the responsibility of corporations and consumers can be set out. Sections 1.7 and 1.8 define the conceptualizations CSR and CnsR for corporates’ and consumers’ social responsibility respectively. Sections 1.9 and 1.10 bring to light why study of CnSR is preferred over CSR.
Karnika Gupta, Narendra Singh

Review of Literature

Frontmatter
Chapter 2. An Overview of Literature
Abstract
This chapter organizes two Sects. 2.1 and 2.2 which draw together the literature spread of over five decades, and synthesize that on the grounds of purpose/objectives, design/methods, statistical approach, and findings/conclusion. Second Sect. 2.2 obtains that literature is fragmented and is much cumbersome due to copious terminologies and results. So, this section pulls out research gaps which became evident from literature review in Sect. 2.1. The presentation of work in this chapter performs many important functions to further develop the conceptual framework, constructs, objectives and hypotheses of this study, and in carrying out the empirical part of it.
Karnika Gupta, Narendra Singh
Chapter 3. Conceptual Framework and Research Model
Abstract
This chapter under a spread of five sections outlines the theoretical base, and displays the research objectives and hypotheses. Sections 3.1 and 3.3 attempt to fit the pieces of puzzles from literature regarding behavioural and attitudinal ideologies. Section 3.2 exhibits how a behavioural construct is evolved with its five domains. Section 3.4 identifies various antecedents of behaviour, and came out that attitude as the superimposed antecedent with its general and specific domains is the candidate for study with behavioural construct. Viewing attitudinal and behavioural fields simultaneously, it offers ‘theory of responsible behaviour formation (TRBF)’ which is empirically operated with ‘C-A-C-B (Concern → Attitude → Commitment → Behaviour)’ model developed specifically for this research. Last Sect. 3.5 gives research objectives and hypotheses.
Karnika Gupta, Narendra Singh

Research Methodology

Frontmatter
Chapter 4. Methodological Procedures and Techniques
Abstract
This chapter is divided into two main Sections 4.1 and 4.2, and elaborates on the methodology adopted for carrying out the empirical part of this book. Section 4.1 has eight sub divisions under which exploratory, descriptive, and causal phases of research, construction of questionnaire for collecting data, sample size and sampling technique, distribution and collection of questionnaires, editing, coding, survey database preparation, reliability, and planning for statistical analysis are detailed. Further, Sect. 4.2 presents the sample characteristics. In nutshell, the methodological procedures and statistical techniques on which Part IV of this book is based are accessible from this chapter.
Karnika Gupta, Narendra Singh

Analyses and Interpretations

Frontmatter
Chapter 5. Exploration and Validation of Behavioural–Attitudinal Dimensions
Abstract
This chapter explores and validates the dimensions of diverse domains of behavioural and attitudinal constructs; likewise, first objective is abided. Section 5.​1 concludes a number of dimensions in behavioural domain namely, eco-friendly choice, green buying, sustainable habits, water conservation, minimizing wastage, appropriate disposal, recycling intentions, environmentally relevant activities, and sustainable societal conduct. Section 5.​2 for general attitudinal domain highlights concern for sustainable future and commitment to initiate dimensions. Specific attitudinal domain gear up with seven components namely, attitude towards conserving ecology, anticipating mounting waste, need for recycling, overcoming green myopia, civic norms, sustainable mobility, and environmental thinking.
Karnika Gupta, Narendra Singh
Chapter 6. Model Specification and Theory Testing
Abstract
This chapter presents the results of the analysis for objectives 2 and 3, and also works for the testing of hypotheses developed in Chap. 3. Sections 6.​1 and 6.​2 corresponds to objective 2, and Sects. 6.​3–6.​9 are devoted to objective 3. In this line, it envisages the C-A-C-B model for its empirical investigation about variables assumed as mediators in different behavioural domains.
Karnika Gupta, Narendra Singh
Chapter 7. Segmentation of Consumers and Identification of Responsibles
Abstract
This chapter operates on objectives 4 and 5, for which four sections are presented in it. Sections 7.​1 and 7.​2 work for identification and labelling of consumer clusters. Cluster solution is validated in Sect. 7.​3, and these segments are explained in Sect. 7.​4 for what they symbolize. Overall, the division of Indian consumers is shown in three segments named: red, yellow, and green. Red is a segment of ‘apathetics and imprudents’, yellow segment comprises ‘aesthetics and hopefuls’, and green segment originates with ‘aspirants and illuminators’. In this way, green segment came out as a segment of ‘responsible consumers’, and the proportion of these consumers in Indian market came out to be approximately 47 percent.
Karnika Gupta, Narendra Singh
Chapter 8. Characterizing and Profiling Responsible Consumer Segments
Abstract
This chapter undertakes on profiling segments of consumers and fulfils objective six. The variables used for profiling are displayed in 8.1. Sections 8.2 and 8.3 obtain consumer membership in the segments based on the profiling variables. Lastly, Sect. 8.4 integrates various features of responsible consumers that differentiate them from their correspondents. The profile of responsible consumers reveals that people here are aged, highly educated, academically insightful, non-business academics, the earning people, married, and parents. These people are the members of joint but medium-sized families, get high support of their family members, and are not much wealthier. People here are found to be the followers of Sikh and Hindu religions. Also, they think objectively, give importance to society, are self-guided, and believe in collective working.
Karnika Gupta, Narendra Singh

Conclusions and Practicality

Frontmatter
Chapter 9. Findings and Discussions
Abstract
This chapter summarizes the analysis and revives the significant findings through three sections. First Sect. 9.1 highlights the research problem, questions, and the reasoning for working on particular objectives. Second Sect. 9.2 reflects the process of development of questionnaire, sampling utilized, and characteristics of the sample. In Sect. 9.3, main findings are abridged allied with each objective. Here, while presenting the results two main aspects are considered: support/contradiction from literature, and development of a theory. Via support or contradiction, it is noticed that where the findings fit in the literature; and if it is not consistent with it, theory entails the likely assumptions and explanations for a particular finding.
Karnika Gupta, Narendra Singh
Chapter 10. Implications and Research Directions
Abstract
This chapter incorporates implications, limitations, and further research directions without which there is no relevance even of a good research. Section 10.1 delivers recommendations to marketers, public policy makers, and society itself. By the way of this section, a unique SLP (Stop → Look → Proceed) strategy is offered for green marketers. Section 10.2 came out with limitations and further research directions. From the findings, a number of avenues for future researches are proposed, most prominent of which is to discover ways of getting responsible actions of irresponsible segment of consumers, and searching for those segments still unidentified.
Karnika Gupta, Narendra Singh
Backmatter
Metadata
Title
Consumption Behaviour and Social Responsibility
Authors
Karnika Gupta
Narendra Singh
Copyright Year
2020
Publisher
Springer Nature Singapore
Electronic ISBN
978-981-15-3005-0
Print ISBN
978-981-15-3004-3
DOI
https://doi.org/10.1007/978-981-15-3005-0