Abstract

In two essays, this dissertation examines the effect of socially responsible consumer behavior on subsequent consumption of conventional as well as socially responsible products.

The first essay focuses on socially responsible behavior and subsequent consumption of conventional products and demonstrates that socially responsible behaviors increase the consumption amount of such conventional products. This effect is mediated by perceived effort associated with behaving socially responsibly. This research also shows that the effect is attenuated when consumers experience higher perceptions of control and when consumers are exposed to prosocial behavior conformity cues. This research expands the literature by identifying a novel contributor to overconsumption and highlights an unexpected consequence of socially responsible behavior.

The second essay focuses on the consumption of socially responsible products. It shows that consumers are more likely to defer consumption of socially responsible products. It also finds that this effect is mediated by perceived effort, which generates positive inferences about the products’ specialness, resulting in consumption deferral. This research also demonstrates that the effect is attenuated by consumption goals and perceptions of low environmental benefits of socially responsible behaviors. This research contributes to the literature by identifying a novel contributor to consumption deferral and reveals an additional unexpected consequence of socially responsible products.

Overall, this reach enhances understanding of how consumers make decisions after their initial choice to behave socially responsibly, both in terms of conventional and socially responsible products. Furthermore, it clarifies the underlying process, showing that effort perceptions drive these effects.