Do you want to comply with your socially responsible friend? Effects of the consumer perceived profile and the proximity with the message sender

Gilles Séré de Lanauze (), Jeanne Lallement () and Florence de Ferran ()
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Gilles Séré de Lanauze: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Jeanne Lallement: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université
Florence de Ferran: LR-MOS - La Rochelle - Management, Organisation & Société - CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université

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Abstract: In a world facing growing environmental and social issues, the « responsible consumer » is considered today as a perfect consumer. In reality, though, many contradictions can be observed between growing positive consumer attitudes towards sustainable consumption, and their actual consumption behaviors. Beyond identified barriers such as price or consumer skepticism, the authors suggest that another kind of barrier, psychological in nature, might result from negative dimensions in the sustainable consumer perceived image. Based on an experiment with 363 French consumers reacting to a message from a responsible consumer friend of theirs, this study shows that in spite of a global positive attitude toward their responsible consumer friend, respondents' behavioral intentions are negatively impacted by some negative perceived dimensions regarding the responsible consumer image. Results also enlighten a moderating effect of respondents' own self-perception as a responsible consumer and perceived proximity with the message sender. Discussion and recommendations follow.

Keywords: Responsible consumer; Negative image perception; Attitude-behavior gap (search for similar items in EconPapers)
Date: 2019-01-17
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Published in Proceedings of the 18th Marketing Trends Conference, ESCP, Jan 2019, Venise, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02538888

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