The Phantom of the ‘Responsible Consumer’: Unmasking the Intention–Action Gap with an Indirect Questioning Technique

The intention-action gap stands out in research on sustainable consumption for decades. The current research explores the role of socially desirable responding (SDR) in the appearance of this gap by utilising an indirect questioning technique. Two online experiments (n=306 and n=334) demonstrate, in line with most market surveys, that consumers present themselves as highly responsible when being assessed with the standard survey measurement approach (i.e., direct questioning). However, the responses of participants toward the exact same measures of consumers’ social responsibility perceptions and behavioural intentions heavily drop when applying an indirect questioning technique, indicating a substantial overstatement of consumers’ social responsibility perceptions in traditional market surveys. Furthermore, this study provides novel evidence regarding the validity and underlying mechanism of the indirect questioning technique, thereby alleviating long-lasting concerns about this method. Implications for the intention–action gap discussion and consumer ethics research are proposed.

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.

ЕНЕРГОЕФЕКТИВНИЙ КАМПУС КПІ: ІНСТРУМЕНТИ ТА МЕТОДИ ДОСЛІДЖЕНЬ

Creation and development of organizational structure for managing campus energy consumption and enhancing responsible consumer behavior through their involvement in operational activities.

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.

SAIFI AND SAIDI INDICATIVE RELIABILITY FIGURES OF RURAL ELECTRIC NETWORKS WITH SMART ISLAND RECLOSERS

The paper describes principles of improving the reliability of rural distribution networks of 6–35 kV based on smart switching devices, reclosers with specialized integrated controllers. The typical places to install reclosers for the radial and ring feeders are shown. They are mounted when a new consumer is connected and balance membership is delimited. It is also done to identify a responsible consumer with an indicated connection diagrams. The choice of the optimal number of reclosers for the radial and ring feeders according to indicative figures RNRE and ARAE, characterizing the relative efficiency of network reconstruction by reducing the number of consumer outages per year, and the average investment efficiency in network reconstruction when installing reclosers, is justified. There is presented a method to find SAIFI and SAIDI indicative reliability figures that characterize the average annual number of customer disconnections and the average annual duration of one disconnection in the electrical network.

The generational cohort effect in the context of responsible consumption

Purpose The purpose of this paper is to identify the generational cohort effect on responsible consumer behavior. Based on the theory of planned behavior and the generational cohort theory, the authors test the impact of perceived consumer effectiveness (PCE), media exposure (ME), the social group influence of family and peers and self-identity on the intention of Generation X and Generation Y to purchase environmentally responsible products. Design/methodology/approach The data were collected from 1,870 respondents in France. Based on the factor scores from a confirmatory factor analysis, the authors tested for interaction effects by employing regression and path analyses. A two-group structural model evaluated the strength of each cohort’s direct effects and the significant differences between the groups. Findings The results reveal a generational (cohort) effect on the relationship between PCE and ME and the intention to purchase environmentally responsible products. Research limitations/implications The convenience sample shows bias toward younger people, especially students. In addition, some latent variables show low AVE scores, probably due to scale interpretation differences. By measuring purchase intention, the study disregards the actual behavior of consumers. Practical implications To increase consumers’ personal involvement in responsible purchasing behaviors, marketers could cater to the social desirability side of Gen Y by emphasizing products that express community values; on the other hand, marketers could appeal to the PCE of Gen X by providing more information and convincing them that their actions matter. Social implications The efficiency of awareness and promotional campaigns for environmentally responsible products will be enhanced when marketers employ segmentation based on generational cohorts. Originality/value The study contributes to a better understanding of responsible consumer behavior by identifying generational cohort differences.