Chapter 16: Consumer responsibility for sustainable consumption
For many of us, the mention of the word ‘responsibility’ in relation to sustainability evokes images of companies that market environmentally responsible products and/or that promote various social causes. One might instead imagine companies that manufacture products with questionable social value and/or who exploit the human and physical resources within their supply chains and beyond. This focus on the corporation seems appropriate given the significant presence and influence of brands and branded products in modern society. Similarly, many academics interested in researching sustainability have also paid significant attention to the responsibility of the corporation. For example, academics within the fields of management and marketing have studied the effect of corporate social responsibility (CSR) on firm performance (Luo and Bhattacharya 2009; Sen and Bhattacharya 2001) and consumer responses to corporate ethics and CSR activities (Becker-Olsen et al. 2006; Brown and Dacin 1997; Folkes and Kamins 1999; Jackson 2005).
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