The Tipping Point in the Status of Socially Responsible Consumer Behavior Research? A Bibliometric Analysis

Looking at the impact of society on the environment or, as we write this manuscript in the midst of the COVID-19 crisis, the scenes of consumers hoarding products, we wonder if consumers really do exhibit socially responsible consumer behaviors (SRCB). An initial literature review showed that few studies have addressed this issue, which creates opportunities for the development of new research lines. Furthermore, no study had examined the conceptual evolution or whether SRCB is a developed or fragmented theme from an exhaustive compilation of all previous academic research. To address the proposed research questions, we conducted a bibliometric analysis applied to a corpus of manuscripts on SRCB indexed in the Web of Science (WoS) bibliographic database, from its inception in 1991 up to 2019. Co-word analysis provided a structure of conceptual sub-domains classified based on their density and centrality. In addition, thematic networks were extracted that showed the important associations between the main issues that the SRCB community has addressed, which enabled the authors to examine the subject’s intellectual structuring over almost three decades. The findings showed that the research, over time, has focused most on corporate social responsibility (CSR), this being a motor theme between 2013 and 2016. In general, SRCB has been a very fragmented field of study, however in the last three years, it has developed into a distinct entity; in the past, it was basically addressed through CSR. The most productive thematic areas during the last 30 years have been: (a) Research into consumer attitude, (b) research on CSR, and (c) research on social and sustainable consumption behavior. In response to calls for greater theoretical clarification of the SRCB discipline, the authors providing experts and novices with a better understanding of the current state of the art and suggest future research directions.

INNOVATIVE AND SOCIALLY RESPONSIBLE CONSUMER BEHAVIOUR IN PARADIGM OF CIRCULAR ECONOMY – A RESEARCH MODEL

The following paper is innovative and based on the premise that consumers play a vital role in the development of the economy in Poland. Its structure, in addition to introduction and summary, consists of two parts: cognitive and practical. The research question is: Can consumer influence the implementation of the principles of circular economy in Poland towards their faster and more efficient application? The aim of the paper is to offer a theoretical model for research and stimulation of changes in consumer behaviour towards an innovative and socially responsible consumer action (CnSR). We used experimental, descriptive model and visual research methods. The paper is normative.

Organic shoppers’ involvement in organic foods: self and identity

PurposeThe purpose of this paper is to understand how identities drive customer values, attitudes toward organic foods and satisfaction, all of which influence world or mouth (WOM).Design/methodology/approachQuestionnaire surveys were administered to the purchasers of organic foods. In total, 512 completed responses were obtained for data analysis.FindingsStrongly defined social identity and role identity are significant antecedents of consumers’ health consciousness and socially responsible consumer behavior (SRCB). This finding explains why organic shoppers value their health and the environment (i.e. self- and others-oriented values). Additionally, health consciousness and SRCB significantly influence attitudes toward organic foods. The study reveals that attitudes toward organic foods positively influence organic shoppers’ satisfaction, and their satisfaction increases positive WOM. Finally, the moderating effects of involvement and mass media are examined. When organic shoppers are strongly involved with organic foods, their health consciousness has a more positive effect on their attitudes toward organic foods. However, organic shoppers’ involvement did not moderate the effect of SRCB on attitudes toward organic foods. Likewise, the mass media did not moderate the effect of health consciousness and SRCB on attitudes toward organic foods.Originality/valueThis study incorporates critical factors such as the antecedents of the customer values to develop a comprehensive model for understanding of organic shoppers’ consumption of organic foods.