Responsible Consumer Facing Social Constraints, Corporate Strategies and Individual Choices

Abstract

The aim of this paper is to understand consumers’ behavior and to reveal the multiple motivations for buying goods. There are multiple types of consumers, but our interest is those socially responsible. As consumers are not currently embracing the nexus of social responsibility, they have to be educated to understand the importance of the social aspects of their consumption, as a component of strategic thinking. We do not agree on the individualization of consumption’s social responsibility and we proclaim the need for structural social measures, of macro social changes.