Abstract:
The purpose of this study was to operationalize the concept of Consumer Social
Responsibility which is further empirically tested to predict consumers preference
to buy societal friendly products. The study contributes in the body of knowledge
by developing, validating and measuring consumer social responsibility. Moreover,
it also predicts the antecedents of CNSR including ESI, Personality traits, and
Cultural dimensions with moderating role of religiosity. An exploratory sequential
mixed methods were used to test the proposed model of moderated mediation and
sequential mediation by collecting data from 613 consumers who were aware of
societal friendly concepts of products. The present study has used AMOS and
NVIVO which helped in data analysis by calculating estimates, model fitness, ex
ploratory factor analysis and confirmatory factor analysis. The consumer social
responsibility is opertaionalized as an attitudinal aspect which is further catego
rized into: community, society, environment, and customers. The results showed
that CNSR is an important predictor of consumer buying behavior of societal
friendly products which is influenced by ethical self-identity of consumers, their
personality and culture. External religiosity is reflected as a moderator which
influences the relationship of consumers ethical identity on CNSR. The opera
tionalization of CNSR will help managers to devise consumer oriented strategies
by inculcating the factors that determine and enhance social responsibility among
consumers. Moreover, the operationalization opens new avenues for researchers to
predict other demographic or psychographic factors that may influence CNSR.
