An examination of the values that motivate socially conscious and frugal consumer behaviours
Pepper, Miriam Dorothy Jackson, Tim Uzzell, David
Pepper, Miriam Dorothy
Jackson, Tim
Uzzell, David
Abstract
This article extends social psychological research on the motivations for sustainable consumption from the predominant domain of ecologically conscious consumer behaviour to socially conscious and frugal consumer behaviours. A UK-based survey study examines relationships between socially conscious and frugal consumer behaviours and Schwartz's value types, personal and socio-political materialism, and demographics among the general public. Socially conscious consumer behaviour, like its ecological counterpart, appears to be an expression of pro-social values. In contrast, frugal consumer behaviour relates primarily to low personal materialism and income constraints. As such, it does not yet represent a fully developed moral challenge to consumerism.
Keywords
Date
2009
Type
Journal article
Journal
International Journal of Consumer Studies
Book
Volume
33
Issue
2
Page Range
126-136