Unlocking consumers' responsibilities – A corporate perspective on enhancing sustainable consumer behaviour
(A2023-114112)

AUTHORS

Anna-Karina Schmitz, WHU - Otto Beisheim School of Management; Katharina Göring-Lensing-Hebben, WHU - Otto Beisheim School of Management; Martin Fassnacht, WHU - Otto Beisheim School of Management

ABSTRACT

As sustainability is becoming increasingly important for consumers and companies, there is an ongoing discussion about who should be accountable to reduce carbon emissions. Companies and consumers are contributing separately via corporate social responsibility (CSR) and consumer social responsibility (CnSR) to that goal. Yet, one remaining challenge is to align, strengthen and accelerate their joint efforts to bring sustainability to the forefront. Drawing on a qualitative interview study with 59 representatives of consumer goods companies across German-speaking countries, this research synthesizes theoretical considerations of CSR and CnSR. Results clarify companies and consumer responsibilities regarding sustainability across different life-cycle stages. Besides, this study assesses how companies perceive CnSR to be leveraged by strengthening of (1) ownership and (2) consumer education.