Abstract:

Social responsible consumption (SRC) has been considered to be a notion with a core of consumer effort that brings about positive environmental and social improvement. Research about the structure of SRC has expanded from single dimension to multidimensional constructs, reflecting the characteristics of dynamic development. The formation mechanisms of SRC mainly include three categories: the distal mechanism is psychological mechanism of evolution; attitude-behavior (intention) model is the consumer internal psychological mechanism, belonging to the proximal mechanisms; the social norms are external factors, belonging to the middle mechanism. In order to meet consumer social responsible needs, companies have to pay attention to their own social responsibility, but the effectiveness of corporate social responsibility is moderated by many factors. Finally, the paper pointed out the future research direction.

Key words: social responsible consumption, descriptive norms, injunctive norms, corporate social responsibility