Profiling Levels of Socially Responsible Consumer Behavior: A Cluster Analytic Approach and Its Implications for Marketing

Too often research in the area of marketing has equated socially responsible consumer behavior (SRCB) with ecologically conscious consumer behavior (ECCB) and developed a profile and subsequent marketing strategies based solely on the numbers of ECCBs performed. Socially conscious consumer behavior (SCCB) can impact particular groups within society (e.g. women, minorities, migrant workers, labor unions, etc.) or promote causes (e.g. gay rights, religious affiliation, avoidance of “sin” stocks, reduction of weapons production, etc.). Using an expanded understanding of what comprises socially responsible consumer behavior (SRCB), a cluster analysis of a national sample of adult U.S. consumers was performed. Four distinct market segments emerged. The clusters were formed based upon the respondents’ levels of ecologically and socially conscious consumer behavior. Each segment possessed unique attitudinal and demographic characteristics. The size and profile of each segment has important implications for marketing theory and practice.