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International Review on Public and Nonprofit Marketing

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01.04.2014 | Original Article

A measurement model for the socially responsible consumer

verfasst von: Carmen Berné-Manero, Marta Pedraja-Iglesias, Pilar Ramo-Sáez

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 1/2014

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Abstract

Companies will benefit promoting consumer awareness of their social responsibility 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 communicate first of all those actions identified directed to their internal clientele, personnel, and to the conservation of the environment.

Vorheriger Artikel Leadership and the role of communication in public marketing management

Nächster Artikel The influence of customer-perceived service quality on customers’ behavioural intentions: a study of public and private sector banks, class and mass banking and consumer policy implications

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Titel: A measurement model for the socially responsible consumer
verfasst von: Carmen Berné-Manero
Marta Pedraja-Iglesias
Pilar Ramo-Sáez
Publikationsdatum: 01.04.2014
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 1/2014
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-013-0106-8

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