Socially Responsible [Conspicuous] Consumption: the paradoxical behavior of a reasoned show

Consommation [Ostentatoire] Socialement Responsable: le comportement paradoxal d'une parade raisonnée

Nadège Ianni (), Aurélie Kessous () and Pierre Valette-Florence ()
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Nadège Ianni: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Aurélie Kessous: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: This paper is introducing the conceptualisation of socially responsible ostentatious consumption. The primary concept of ostentation, which is historically associated with luxury, was extended to socially responsible categories of products. An empirical data was collected via a qualitative projective method, the Album On-Line, and a quantitative pilot study to explore, understand and measure the explanatory factors of socially responsible ostentatious consumption. The survey supports the pairing of the concepts of ostentation and socially responsible consumption with both status motivation and ecological involvement. Furthermore, the study introduces the effects of the concept of conspicuous socially responsible consumption, notably its positive impact on proselytizing, intent to purchase socially responsible products and willingness to reduce consumption.

Keywords: Socially responsible consumption; ostentation; status; ecological involvement; consumption reduction; Consommation Socialement responsable; Ostentation; Statut; implication écologique; Réduction de consommation (search for similar items in EconPapers)
Date: 2023-05-10
New Economics Papers: this item is included in nep-env
Note: View the original document on HAL open archive server: https://hal.science/hal-04056863v1
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Published in Responsabilités et pratiques du marketing - 39ème congés international de l'AFM, Association Française de Marketing - AFM, May 2023, Vannes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04056863

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