What Does Green Mean? : Managing Divergent Meanings of Corporate Social Responsibility For Different Market Segments
Results of depth interviews and a critical discourse analysis reveal that consumers interpret CSR using three discourses—authenticity, bureaucracy, and efficiency—yet they differ markedly in their interpretation of these discourses according to social class. Working class consumers tend to focus on consumption, while professional class consumers focus on production.
Ashlee Humphreys and Ashley Heyer (2013) ,"What Does Green Mean? : Managing Divergent Meanings of Corporate Social Responsibility For Different Market Segments", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 13-15.
Ashlee Humphreys, Northwestern University, USA
Ashley Heyer, Northwestern University, USA
E - European Advances in Consumer Research Volume 10 | 2013
D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna
Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness
Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA
Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards
Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA