As consumers represent a key actor for the success of businesses implementing socially responsible strategies, companies need to gain further insights on the determinants of responsible behaviors. In this study, we provide a contribution to the ongoing debate on responsible consumers by means of an integrative literature review, which analyzes a set of competing models mainly from social psychology and marketing. Stemming from this preliminary analysis of the existing evidence, we develop a new conceptual model, that is, a framework based (...) on (i) a flexible setting of the boundaries of analysis, (ii) a broader lens taking into account interrelations across behaviors, and (iii) a dynamic approach. The framework, for which an exemplary use is illustrated, represents the basis for advancing a rich agenda for future research. The latter is aimed at overcoming current criticalities in responsible consumer research, and it develops around the need for an integrative, dynamic, and cross-cultural approach on the one hand, and the elaboration of new perspectives on single antecedents, on the other. (shrink)

Abstract‘Monkey see, monkey do’ is an old saying referring to imitating another's actions without necessarily understanding the underlying motivations or being concerned about consequences, such as propagating harmful behaviors. This study examines the likelihood of firms imitating and proliferating others’ unethical, irresponsible practices thereby exacerbating harmful effects among even more firms; in doing so, irresponsible contagions can rapidly spread more broadly, negatively affecting even more consumers. Building upon rivalry- and information-based imitation theories, we examine if harmful behaviors of others, in (...) combination with misbehavior of referent firms, influences the likelihood of a firm to engage in irresponsible consumer-related practices. After examining 25,824 firm-year observations over 12 years, our findings suggest that imitation of harmful product-related behavior occurs; with size an important factor related to proliferation of harmful behaviors. Testing the model against a holdout sample finds 94% accuracy. Implications for scholars, managers, and policy makers are explored. (shrink)