Self-Construal and Socially Responsible Consumer Behavior.

Irina Cojuharenco, Universidade Católica Portuguesa, Portugal
Gert Cornelissen, Pompeu Fabra University, Spain
Natalia Karelaia, INSEAD, France
We investigate the role of an individual’s dominant self-construal on the shaping of socially responsible consumer behavior. A first study confirmed that a relationship between both exists and is mediated through Perceived Consumer Effectiveness. Ongoing research intends to investigate the intervening process further and test its malleability and potential as a social marketing tool to promote socially conscious consumption.
[ to cite ]:
Irina Cojuharenco, Gert Cornelissen, and Natalia Karelaia (2011) ,"Self-Construal and Socially Responsible Consumer Behavior.", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.