社会责任消费的结构、形成机制及企业响应

The Connotation, Mechanism and Corporate Response of Social Responsible Consumption

社会责任消费是指消费者通过个人努力来促进促进环境保护和社会良性发展的一种消费模式。社会责任消费结构与测量从单一维度逐渐过渡到了多维度,并涵盖了从产品获得、使用到购后垃圾处理的整个过程。从影响社会责任消费的心理距离来看,社会责任消费的形成机制主要包括三类:进化心理机制阐述了作为人类进化结果的亲社会偏好是如何影响社会责任消费的,属于远端机制;社会规范机制阐述了外部的社会规范(命令性规范与描述性规范)是如何发挥作用的,属于中端机制;态度-行为(意愿)模型则主要阐述了消费者内部心理因素的影响,属于近端机制。随着消费者社会责任消费影响力的扩大,企业纷纷重视其自身社会责任行为,并由此衍生出以企业社会责任为导向的营销策略,然而其效果受到诸多因素影响。文章最后指出了已有研究尚未解决的问题以及未来的一些研究方向。

Social responsible consumption （SRC） has been considered to be a notion with a core of consumer effort that brings about positive environmental and social improvement. Research about the structure of SRC has expanded from single dimension to multidimensional constructs, reflecting the characteristics of dynamic development. The formation mechanisms of SRC mainly include three categories the distal mechanism is psychological mechanism of evolution; attitude-behavior （intention） model is the consumer internal psychological mechanism, belonging to the proximal mechanisms; the social norms are external factors, belonging to the middle mechanism. In order to meet consumer social responsible needs, companies have to pay attention to their own social responsibility, but the effectiveness of corporate social responsibility is moderated by many factors. Finally, the paper pointed out the future research direction.