Profiling Levels of Socially Responsible Consumer Behavior: A Cluster Analytic Approach and Its Implications for Marketing

Abstract

Too often research in the area of marketing has equated socially responsible consumer behavior (SRCB) with ecologically conscious consumer behavior (ECCB) and developed a profile and subsequent marketing strategies based solely on the numbers of ECCBs performed. Socially conscious consumer behavior (SCCB) can impact particular groups within society (e.g. women, minorities, migrant workers, labor unions, etc.) or promote causes (e.g. gay rights, religious affiliation, avoidance of “sin” stocks, reduction of weapons production, etc.). Using an expanded understanding of what comprises socially responsible consumer behavior (SRCB), a cluster analysis of a national sample of adult U.S. consumers was performed. Four distinct market segments emerged. The clusters were formed based upon the respondents’ levels of ecologically and socially conscious consumer behavior. Each segment possessed unique attitudinal and demographic characteristics. The size and profile of each segment has important implications for marketing theory and practice.

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Notes on contributors

James A. Roberts

James A. Roberts, (Ph.D., University of Nebraska-Lincoln.) is an assistant professor of marketing. Dr. Roberts has been at Baylor University since 1991. He has had articles published in numerous journals including the Journal of Business Research, Journal of Public Policy and Marketing, Business Horizons, Psychological Reports, Journal of Marketing Theory and Practice, Journal of Social Behavior and Personality, Journal of Personal Selling and Sales Management, Industrial Marketing Management, Journal of Managerial Issues, Journal of Nonprofit and Public Sector Marketing, and various conference proceedings. Areas of research include selling and sales force management, macromarketing, socially responsible consumer behavior, and advertising related issues.