Becoming a Responsible Consumer: Using Narratives to Study the Development Paths and Goals

Suvi Joronen, University of Vaasa, Finland
Even though responsible consumption is widely studied in the consumer research field, little is known about the subjective process which leads someone to be responsible. This paper contributes the existing literature on responsible consumption by focusing on the subjective process of development. Leaning on the theoretical and empirical findings, the responsibility is here thought to be as a consequence resulted from the existence of particular personality variables and influence of socio-cultural environment. Different goals for being responsible and three distinctive paths of growing into a responsible consumer were revealed through the narratives written by French and Finnish consumers.
[ to cite ]:
Suvi Joronen (2010) ,"Becoming a Responsible Consumer: Using Narratives to Study the Development Paths and Goals", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 826-827 .