Purpose

The study examines the responsibilisation of an ethnocentric consumer in commercial, meta-organisational discourses. In addition to nationalistic and patriotic discourses, the focus is on wider conceptualisations of consumer responsibility.

Design/methodology/approach

The paper uses critical discourse analysis as a methodological approach to conduct an empirical case study on the texts of two producer-driven labelling campaigns.

Findings

The campaign texts create possibilities for ethnocentric consumption with positioning, argumentative and classificatory discourses. Patriotic responsibilisation is emphasised, together with rationales to take action on environmental concerns.

Practical implications

The study highlights the responsibility of marketers over their corporate responsibility communication, suggesting that ethnocentric promotions may have the power to alter how consumers take action on various responsibility concerns.

Social implications

The study surfaces the tensions that responsible consumption can entail for consumers. Indeed, nationalistic and patriotic discourses may alter our understanding of responsibility issues that may seem completely separate from the concepts of nationalism and patriotism.

Originality/value

The paper shows how different organisational texts are deployed to bring about the idea of ethnocentric consumption and how this relates to responsibility discourses, nationalism and patriotism.

中文翻译：

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以民族为中心的消费者的责任是民族主义，爱国主义还是出于环境责任感？对“购买国内”运动的批判性话语分析

目的

该研究考察了以种族为中心的消费者在商业，元组织话语中的责任感。除了民族主义和爱国主义话语之外，重点还在于更广泛的消费者责任概念化。

设计/方法/方法

本文使用批判性话语分析作为一种方法论方法，对两个生产者驱动的标签运动的文本进行了实证案例研究。

发现

竞选文本通过定位，论证和分类话语创造了以民族为中心的消费可能性。强调爱国责任制，以及针对环境问题采取行动的理由。

实际影响

该研究强调了营销人员在企业责任沟通中的责任，并建议以种族为中心的促销活动可能会改变消费者对各种责任问题采取行动的方式。

社会影响

研究浮出水面，负责任的消费可能给消费者带来压力。的确，民族主义和爱国主义的话语可能会改变我们对责任问题的理解，这似乎与民族主义和爱国主义的概念完全分开。

创意/价值

本文展示了如何使用不同的组织文本来实现以种族为中心的消费观念，以及这与责任话语，民族主义和爱国主义之间的关系。