Abstract

The research about responsible consumption began during the 70’s decade, but recently it became extremely relevant due to global warming and increasing social demands. In this regard, our research tries to determine the effects of moral outrage on consumers’ perceived values of socially irresponsible companies. Once we introduce our research problem, we conduct in the first stage a literature review, to construct a conceptual model for responsible consumption. In the second section, we verified our previous conceptual model at a practical level, applying a quantitative approach through structural equations. Specifically, we verify the effects of the moral outrage, on consumers’ perceived values, in the context of a price cartel, that operated for more than 14 years, involving the biggest five producers of toilet paper, napkins, diapers, and handkerchiefs in Colombia. The findings show that the moral outrage due to corporate social irresponsibility, affect the consumer’s perceived values, related to (i) the consumer loyalty, and (ii) the consumer social and economic costs. Based on these findings, we suggest some implications for marketing practitioners, public policy-makers, shareholders and CEOs. Furthermore, we also recommend the future inclusion of the control mechanisms, and the technical cycle for products and services, in the responsible consumption studies.

摘要

有关负责任消费的研究始于70年代，但由于全球变暖和社会需求的增加，最近它变得极为重要。在这方面，我们的研究试图确定道德上的不满对消费者对社会不负责任的公司的感知价值的影响。一旦介绍了我们的研究问题，我们将在第一阶段进行文献综述，以构建负责任消费的概念模型。在第二部分中，我们通过结构方程采用定量方法，在实践水平上验证了我们先前的概念模型。具体来说，我们在经营了14年以上的价格卡特尔的背景下，验证了道德暴行对消费者的感知价值的影响，该卡特尔的经营范围涉及厕纸，餐巾纸，尿布，和哥伦比亚的手帕。研究结果表明，由于公司社会不负责任而引起的道德愤怒影响了消费者的感知价值，与（i）消费者忠诚度以及（ii）消费者的社会和经济成本有关。基于这些发现，我们建议对市场营销从业人员，公共政策制定者，股东和首席执行官具有一定的意义。此外，我们还建议将来在负责任的消费研究中包括控制机制以及产品和服务的技术周期。公共决策者，股东和首席执行官。此外，我们还建议将来在负责任的消费研究中包括控制机制以及产品和服务的技术周期。公共决策者，股东和首席执行官。此外，我们还建议将来在负责任的消费研究中包括控制机制以及产品和服务的技术周期。