Socially Responsible Consumption in Developing Countries in Sub-Saharan Africa, Myth or Reality?

1
Pierre Emmanuel NDEBI
Pierre Emmanuel NDEBI
2
Isaac Bernard Ndoumbe Berock
Isaac Bernard Ndoumbe Berock
1 ESSEC Université de Douala- Cameroun
2 ESSEC-Universite de Douala

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This paper sets out to explore the ability of consumers in a context of poverty to be cocreators of value. Of the semi-structural interviews that were conducted with a sample of 30 consumers, it appears that the concept of socially responsible consumer is only partially perceived inasmuch as very often the purchasing and consumption decisions of consumers do not take into account social and/or environmental concerns, but are dictated by survival mechanisms. It cannot therefore act as a socially committed actor capable of influencing the opportunistic behaviors of companies. Some conditions are therefore necessary for this consumer to develop activist behaviors.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

Pierre Emmanuel NDEBI. 2020. \u201cSocially Responsible Consumption in Developing Countries in Sub-Saharan Africa, Myth or Reality?\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 20 (GJMBR Volume 20 Issue E1): .

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GJMBR Volume 20 Issue E1
Pg. 39- 51
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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v1.2

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February 29, 2020

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This paper sets out to explore the ability of consumers in a context of poverty to be cocreators of value. Of the semi-structural interviews that were conducted with a sample of 30 consumers, it appears that the concept of socially responsible consumer is only partially perceived inasmuch as very often the purchasing and consumption decisions of consumers do not take into account social and/or environmental concerns, but are dictated by survival mechanisms. It cannot therefore act as a socially committed actor capable of influencing the opportunistic behaviors of companies. Some conditions are therefore necessary for this consumer to develop activist behaviors.

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Socially Responsible Consumption in Developing Countries in Sub-Saharan Africa, Myth or Reality?

Pierre Emmanuel NDEBI
Pierre Emmanuel NDEBI ESSEC Université de Douala- Cameroun
Isaac Bernard Ndoumbe Berock
Isaac Bernard Ndoumbe Berock ESSEC-Universite de Douala

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