Responsible consumer facing social constraints, corporate strategies and individual choices

• Author: Maria-Ana Georgescu
• Position: Petru Maior'University of Tg. Mures
• Pages: 57-64

Bulletin of the Transilvania University of Braşov

Series VII: Social Sciences • Law • Vol. 9 (58) No. 1 - 2016

RESPONSIBLE CONSUMER FACING

SOCIAL CONSTRAINTS, CORPORATE

STRATEGIES AND INDIVIDUAL CHOICES

Maria-Ana GEORGESCU1

Abstract: The aim of this paper is to understand consumers’ behavior and

to reveal the multiple motivations of buying goods. There are multiple types

of consumers, but our interest is for those socially responsible. As consumers

are not currently embracing the nexus of social responsibility, they have to

be educated to understand the importance of the social aspects of their

consumption, as component of strategic thinking. We do not agree the

individualization of consumption’ social responsibility and we proclaim the

need of structural social measures, of macrosocial changes.

Key words: consumption, consumer behavior, nexus, responsible

consumer.

1. Ethical Concerns and Socially Responsible Consumer

In the last decades consumers’ attitudes towards ethical issues have become of great

importance. This paper highlights the debate concerning a subject of increasing interest,

namely ethical consumption. Pursuing ethical choices, consumers inevitably face tensions

in their everyday life. For this reason, is difficult to be an ethical consumer and the

concept of responsible consumer might be a broadly applicable one. We argue for the

idea of consumers’ social responsibility as a target easier to reach. Current consumption

practices are irresponsible, more specific to a logic of unlimited abundance. Responsible

Consumption does not exist as itself but it is a movement refocused of the consumption

values. Responsible consumer is a different type than the current model of consumer - the

citizen-consumer concerned about the impact of his/her everyday consumption.

In terms of methodology, our study contributes to the theoretical discussion regarding

these aspects.

The aim of this paper is to understand consumers’ behavior and to reveal the multiple

motivations of buying goods.

Presumptions: Consumption is a social, not an individual practice so that consumers’

choices cannot be equated with individual freedom, or with total rational calculation.

Responsible consumers are concerned about the social and environmental impacts of

what they buy.

This perspective also involves interconnected aspects: on the one hand, corporate social

responsibility strategies to drive responsible behavior of consumers and, on the other hand,

1 “Petru Maior”University of Tg. Mures, maria_ana_georgescu@yahoo.com.