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.
Citation:
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.
Authors
Ashlee Humphreys, Northwestern University, USA
Ashley Heyer, Northwestern University, USA
Volume
E - European Advances in Consumer Research Volume 10 | 2013
Share Proceeding
Featured papers
See MoreFeatured
C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign
Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern
Featured
Trust No One. Verify Everything: Bitcoin
Mariam Humayun, York University, Canada
Russell W. Belk, York University, Canada
Featured
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA