Self-Construal and Socially Responsible Consumer Behavior.

We investigate the role of an individual’s dominant self-construal on the shaping of socially responsible consumer behavior. A first study confirmed that a relationship between both exists and is mediated through Perceived Consumer Effectiveness. Ongoing research intends to investigate the intervening process further and test its malleability and potential as a social marketing tool to promote socially conscious consumption.


Irina Cojuharenco, Gert Cornelissen, and Natalia Karelaia (2011) ,"Self-Construal and Socially Responsible Consumer Behavior.", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Irina Cojuharenco, Universidade Católica Portuguesa, Portugal
Gert Cornelissen, Pompeu Fabra University, Spain
Natalia Karelaia, INSEAD, France


NA - Advances in Consumer Research Volume 38 | 2011

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