Who Done It? a Study of Responsible Consumers´ Evaluations of a Maltfunctioning System

Responsible consumption is framed in existing work as a reaction against something that is fundamentally wrong in contemporary societies, a malfunctioning of the system. By using grounded theory, this paper explores whether responsible consumers have a shared belief about the reasons for this malfunctioning. The main finding of this paper is that responsible consumers report doing different actions, acknowledge pursuing different goals and their actions have different targets, according to their beliefs about the ultimate reasons for the malfunctioning system. Not only are those beliefs, goals, and actions interrelated but they reflect deeper views of what kind of power should be exercised on consumers┬┤ side to counteract those forces.


Carmen Valor, Isabel Carrero, and Estela Díaz (2013) ,"Who Done It? a Study of Responsible Consumers´ Evaluations of a Maltfunctioning System ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 120-121.


Carmen Valor, Universidad Pontificia Comillas, Spain
Isabel Carrero, Universidad Pontificia Comillas, Spain
Estela Díaz, Universidad Pontificia Comillas


E - European Advances in Consumer Research Volume 10 | 2013

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