Conscious Consumption and Its Components: an Exploratory Study

Caroline Roux, McGill University, Canada
Jacques Nantel, HEC Montreal, Canada
The goal of this study is to investigate the similarities and differences among various types of “conscious” consumers: socially responsible, environmentally conscious and ethical. In an exploratory large-scale study, we found that there is considerable overlap among these different concepts of “conscious” consumption. Further analyses suggest a hierarchical relationship: People appear to become concerned about the environment first (more concrete), and then become more conscious about their social responsibility (implies broader issues) and ethics (implies morality, more abstract). Although this result warrants further experimental investigations, it provides an avenue for reconciling the inconsistent use of these concepts in the literature.
[ to cite ]:
Caroline Roux and Jacques Nantel (2009) ,"Conscious Consumption and Its Components: an Exploratory Study", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 903-904.