Development of a profile of the socially responsible consumer for the 1990s and its marketing management and public policy implications

Abstract

The two major objectives of the present study were the construction of a scale designed to measure socially responsible consumer behavior (SRCB) and the use of this scale to develop a profile of the socially responsible consumer (SRC) for the 1990s. A national mail survey was used to enhance the generalizability of the study and to provide an optimal setting for scale development and testing of the research hypotheses. The topical nature of the subject and the careful design of the entire survey generated a 46 percent response rate (n = 605). The study's hypotheses centered around the demographic and attitudinal characteristics most likely to distinguish between those exhibiting differing levels of SRCB. The primary method of analysis was a series of multiple regressions using the SRCB scale as the dependent variable and the attitudinal and demographic variables as predictor variables in developing a profile of the SRC. Although several demographic variables (sex, age and income) were shown to be significant predictors of SRCB, the amount of variation explained never surpassed six percent. The inclusion of attitudinal measures greatly enhanced the understanding of what motivates the SRC to act. R$\sp2$ for the full regression model reached 42 percent. By far the most important variable in explaining SRCB was perceived consumer effectiveness (PCE). PCE is a measure of the subject's judgment in the ability of the individual to have an effect on environmental and social problems. PCE accounted for 33 percent of the variation in the sample's SRCB. PCE's relationship to SRCB may be best summed up by Pir Vilayat Khan who said "The assumption of being merely individuals is our greatest limitation". Those performing more SRCBs were also found to hold more liberal attitudes, be more concerned about the environment, mistrust big business and advertising and be less alienated. Implications of an improved understanding of the SRC for marketing management and public policy makers are also discussed.

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