Reducing Ecological Footprints Through Individual Social Responsibility: A Consumer Perspective

Abstract

The “green” market is booming with an estimated value of $209 billion (van Engelen 2008). A give-and-take relationship between consumers and corporations fuels the trend of consumers adopting green, socially responsible lifestyles. Extant literature on Individual Social Responsibility (ISR) utilizes samples from either the general population (Anderson and Cunningham 1972; Coddington 1990; Laroche, Bergeron, and Barbaro-Forleo 2001) or specific segments such as sustainable living communities (Moisander and Pesonen 2002; Bekin, Carrigan and Szmigin 2007). Past research findings indicate that the ‘typical’ socially responsible consumer is of an above average socioeconomic status (Anderson and Cunningham 1972; Roberts 1996; Webster, Jr. 1975). However, since then, the concepts of sustainable living and social responsibility have gained mainstream appeal. Therefore, it is reasonable to conjecture that a wider range of consumers have incorporated socially responsible practices into their lives. Today, a large proportion of the U.S. population is comprised of individuals of lower socioeconomic status. Corporations that hope to reap benefits from consumers for their CSR activities must have a better understanding of the priorities and values of these individuals of lower socioeconomic status to better target their needs and preferences. It is important to note that a variety of factors including laws and regulations, level of education, and exposure to socially responsible practices in other countries, influence individuals' perceptions and practices of socially conscious behaviors. For example, many European Union countries have more stringent environmental laws relative to the U.S, and several, including the UK and Sweden, have instituted compulsory recycling in recent years with varying rates of success (McCarthy 2005). This study contributes to the ISR and marketing literatures by examining previously unexplored market segments thereby aiding corporations and other organizations in improving their social marketing strategies.