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Can The Socially Responsible Consumer Be Mainstream?

Timothy M. Devinney, Pat Auger and Giana Eckhardt

Zeitschrift für Wirtschafts- und Unternehmensethik - Journal for Business, Economics & Ethics, 2012, vol. 13, issue 3, 227-235

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.

Keywords: Consumer Behaviour; Social Consumption; Intangible Attributes (search for similar items in EconPapers)
JEL-codes: A13 I30 Z10 (search for similar items in EconPapers)
Date: 2012
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Zeitschrift für Wirtschafts- und Unternehmensethik - Journal for Business, Economics & Ethics is currently edited by Prof. Dr. Thomas Beschorner (St.Gallen, Schweiz), Dr. Markus Breuer (Berlin), Prof. Dr. Dr. Alexander Brink (Bayreuth und Witten/Herdecke), Dr. Bettina Hollstein (Erfurt), Dr. Marc C. Huebscher (Hamburg) and Dr. Olaf J. Schumann (Frankfurt a.M.)

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