ABSTRACT

This conceptual paper discusses the role of marketing in advancing socially responsible consumption during times of crisis. We argue that socially responsible consumption must be expanded from its current focus on preserving the environment to include consumers’ responsibility to preserve the health and well-being of other consumers, especially during crises. Therefore, we build on the socially responsible consumption literature and introduce the concept of consumer-centric socially responsible consumption (CCSRC). Further, we integrate the social contract theory, contagion theory, and tragedy of the commons literature to create a conceptual framework that illustrates how firms can employ different social contracts in response to changing crowd dynamics. Specifically, this article discusses how marketing can employ social contracts to reinforce a consumer-centric notion of socially responsible consumption that relates to the acquisition of goods during crises and its impact on overall consumer well-being. Theoretical and practical implications are offered.

摘要

这篇概念性论文讨论了营销在危机时期促进对社会负责的消费方面的作用。我们认为，对社会负责的消费必须从目前对保护环境的关注扩大到消费者有责任保护其他消费者的健康和福祉，尤其是在危机期间。因此，我们以社会责任消费文献为基础，引入以消费者为中心的社会责任消费（CCSRC）的概念。此外，我们整合了社会契约理论、传染理论和公地悲剧，以创建一个概念框架，说明公司如何利用不同的社会契约来应对不断变化的人群动态。具体来说，本文讨论了营销如何利用社会契约来强化以消费者为中心的社会责任消费概念，这种概念与危机期间的商品采购及其对整体消费者福祉的影响有关。提供了理论和实践意义。