Why art thou resisting? Consumer resistance to the 'citizen argument' of retailers

Chiraz Aouina Mejri, Dhruv Bhatli and Mouna Benhallam

Recent studies on corporate social responsibility (CSR) illustrate the positive consumer reaction to the socially responsible practices of retailers, and outline the upside for retailers to engage in these practices.

Why art thou resisting? Consumer resistance to the ‘citizen argument’ of retailers

Chiraz Aouina Mejri

ESG Management School

Dhruv Bhatli and Mouna Benhallam

University of Paris Est

Introduction

Mass retail today shows more and more interest in the concept of sustainable development (Capron & Quairel-Lanoizelée 2004).1In assuming the role of responsible mega-companies, retailers must meet the growing social and ecological sensitivity of consumers. Hence, organic and fair trade products, even from private labels, are all out there on the shelves of supermarkets. These practices respond to the alternative form of consumption, also known as socially responsible...

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