This article investigates socially responsible buying (SRB), a subject that has received little attention in past marketing literature on buyer-seller relationships. On the basis of a brief review of the literature on corporate social responsibility, the article proposes a conceptualization of SRB that accentuates the role of stakeholder and organizational norms, respec tively. These conceptual grounds are used to depict various SRB strategies and to advance research propositions outlining their likely antecedents.
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