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
Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices
Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes
Iris van Ooijen, University of Twente