Conscious Consumption and Its Components: an Exploratory Study

The goal of this study is to investigate the similarities and differences among various types of “conscious” consumers: socially responsible, environmentally conscious and ethical. In an exploratory large-scale study, we found that there is considerable overlap among these different concepts of “conscious” consumption. Further analyses suggest a hierarchical relationship: People appear to become concerned about the environment first (more concrete), and then become more conscious about their social responsibility (implies broader issues) and ethics (implies morality, more abstract). Although this result warrants further experimental investigations, it provides an avenue for reconciling the inconsistent use of these concepts in the literature.


Caroline Roux and Jacques Nantel (2009) ,"Conscious Consumption and Its Components: an Exploratory Study", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 903-904.


Caroline Roux, McGill University, Canada
Jacques Nantel, HEC Montreal, Canada


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


The Impostor Syndrome from Luxury Consumption

Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA

Read More


Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA

Read More


G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.