Experiential motivations of socially responsible consumption
Saeed Shobeiri
University of Sherbrooke
Lova Rajaobelina and Fabien Duff
University of Quebec at Montréal
Caroline Boivin
University of Sherbrooke
Introduction
The increasing popularity of socially responsible consumption (SRC) since the early 2000s (Webb et al. 2008) has been one of the major trends to fundamentally influence marketing practice during the past few years. Recent surveys show that, in many cases, at least one in every two consumers is ready to pay more in order to respect social and environmental issues (Delpal & Hatchuel 2007; Gonzalez et al. 2009). In...