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



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