From Bounded Morality to Consumer Social Responsibility: A Transdisciplinary Approach to Socially Responsible Consumption and Its Obstacles

Abstract

Corporate social responsibility has been intensively discussed in business ethics literature, whereas the social responsibility of private consumers appears to be less researched. However, there is also a growing interest from business ethicists and other scholars in the field of consumer social responsibility (ConSR). Nevertheless, previous discussions of ConSR reveal the need for a viable conceptual basis for understanding the social responsibility of consumers in an increasingly globalized market economy. Moreover, evolutionary aspects of human morality seem to have been neglected despite the fact that private consumers are undoubtedly human beings. In addition to that, empirical studies suggest that many consumers believe themselves to be responsible but do not act according to their alleged values or attitudes. This raises the question of what deters them from doing so. Therefore, the contribution of this conceptual paper is threefold: we (i) (re-)conceptualize ConSR in terms of a combination of a Max Weber-inspired approach (social action and the ethic of responsibility) with the social connection approach to shared responsibility proposed by Iris Marion Young; (ii) shed light on the previously neglected implications of an evolutionarily induced bounded morality for ConSR, and (iii) identify potential obstacles to socially responsible consumption, particularly against the backdrop of shared social responsibility and bounded morality. In this latter respect, the paper focuses specifically on the obstacles of low moral intensity, moral stupefaction, informational complexity, and the lack of perceived consumer effectiveness. In sum, the paper advances knowledge in the field of ConSR by using a transdisciplinary, literature-based approach.

Innovation Systems for Transformations towards Sustainability? Taking the Normative Dimension Seriously

“…Transformations towards sustainability involve, for example, also changing practices, routines, and habits of both producers and consumers (e.g., [84][85][86][87]) and other types of innovation beyond technological solutions (e.g., [88][89][90][91][92][93][94][95]). Moreover, in order to achieve systemic changes, multiple sustainability dimensions (e.g., economic, institutional, cultural, organizational, etc.)…”

“…Examples of research objects may include the paradigmatic "lock-in" in unsustainable value systems and the issue of bounded morality [84] of systemic actors.…”

“…Since responsibility is frequently regarded as a correlate of power (e.g., [220,221]), a notion of shared responsibility in an IS context implies that future research is advisable on the role of power and capabilities (e.g., [222,223]) of systemic actors (see also [75,84]). 6.…”

Shopping for Society? Consumers’ Value Conflicts in Socially Responsible Consumption Affected by Retail Regulation

“…In order for markets to develop in a sustainable direction, the expansion of market diversity and creation of sound economic ecosystems that reflect the needs of various stakeholders are very important. It is also necessary for multiple stakeholders to recognize the importance of sustainable development and behave responsibly, such that the role of individual consumers is being increasingly emphasized [20,21].…”

“…Thus, they were classified as "internally conflicted." When making simple purchases they experienced conflict about whether to shop in a large retailer or a small local store (21). Although they opposed the regulation of large retailers, they were reluctant to say that to others (30).…”