Determinants of social responsible consumption intention: Six- dimensional measurement scale

Abstract

The challenge posed today by consumer behavior creates a context of rapid change that, to face it, implies the implementation of standards and modes of marketing and management against the nature of the classical model. This work is designed to clarify the concept of socially responsible consumption "CSR", it is focused on studying the ethical, social and ecological concerns of contemporaries. More specifically, this article has a double objective: First, to better understand the concerns of the responsible consumer in general, based on a literature review. Second, to construct a six-dimensional measurement scale of CSR, in the empirical part. In other words, this work aims to purify the measurement instrument of socially responsible consumption in Morocco, based on operationalizing the variables that influence the CSR on the Moroccan population, this study contributes to the study of the contemporary ethical, social and ecological concerns of Moroccan consumers. More specifically, this paper attempts to identify the concerns of the responsible consumer in general, as well as to construct a six-dimensional measurement instrument for CSR. To build our measurement scale. We will base ourselves on a series of interviews elaborated form of quantitative analysis were conducted between July 12, 2020 and August 15, 2021 in front of161 individuals. Indeed, the results show the link between CSR and independent variables such as psychological variables, personal variables and boycott practice that are strongly associated. On the other hand, there is no relationship between the dependent variables and the independent variables of socio-demographic character.Key-words: Socially responsible, ethical, social, ecological consumption

Keywords: Socially responsible consumption; ethical; social; ecological

JEL Classification : D16, D18, M14.

Paper type: Empirical research