This study deals with public policy issues relating to an antilittering campaign. The objectives are: (1) determine the relationship between socially responsible consumption (SRC) orientation and voting intention with respect to a litter-related issue; (2) compare, under different manipulations of motive appeals (i.e., altruistic and utilitarian), resultant voting intention for a container deposit law; and (3) investigate the interaction between socially responsible orientation and motive appeals. The results tend to support the formulated hypotheses concerning the relationships of the aforementioned dependent and independent variables. The findings indicate that both socially responsible orientation and motive appeals are salient predictors of “social responsibility” behavioral intention.
Get full access to this article
View all access options for this article.
References
1.
AlreckP.L., and SettleR.B. (1985), The Survey Research Hand book, Homewood, Ill.: Richard D. Irwin, Inc.
2.
AndersonW. Thomas, and CunninghamWilliam H. (1972), “The Socially Conscious Consumer,”Journal of Marketing, 36(July), 23–31.
3.
AntilJohn H. (1984), “Social Responsible Consumers: Profile and Implications for Public Policy,”Journal of Macromarketing, 4(Fall), 18–39.
4.
AntilJohn H., and BennettPeter D. (1979), “Construction and Validation of a Scale to Measure Socially Responsible Consumption Behavior,” in The Conserver Society, HenionKarl E.II, and KinnearThomas C., eds. Chicago: American Marketing Association,51–68.
5.
BerkowitzLeonard, and LuttermanKenneth G. (1968), “The Traditional Socially Responsible Personality,”Public Opinion Quarterly, 32(Summer), 169–185.
6.
BerkowitzLeonard, and DanielsLouise R. (1964), “Affecting the Salience of the Social Responsibility Norm: Effects of Past Help on the Response to Dependency Relationships,”Journal of Abnormal and Social Psychology, 68, 275–281.
7.
BloomPaul N., and NovelliWilliam D. (1981), “Problems and Challenges in Social Marketing,”Journal of Marketing, 45(Spring), 79–88.
8.
BoskinM.J., and FeldsteinM. (1977), “Effects of the Charitable Deduction on Contributions by Low Income and Middle Income Household: Evidence from the National Survey of Philanthropy,”The Review of Economics and Statistics, 59 (August), 351–354.
9.
BushAlvin J., and HairJoseph F.Jr. (1985), “An Assessment of the Mall Intercept as a Data Collection Method,”Journal of Marketing Research, 22(May), 158–167.
10.
CrosbyLawrence A., GillJames D., and TaylorJames R. (1981), “Consumer/Voter Behavior in the Passage of the Michigan Container Law,”Journal of Marketing, 45(Spring), 19–32.
11.
EnckJudith (1982), “Anti-Litter Activists Bottle Up the Container Industry,”Business and Society Review, 43(Fall), 37–41.
12.
FiskGeorge (1973), “Criteria for a Theory of Responsible Consumption,”Journal of Marketing, 37(April), 24–31.
13.
HenionKarl E. (1976), Ecological Marketing.Columbus, Ohio: Grid Inc.
14.
KassarjianHarold H. (1971), “Personality and Consumer Behavior: A Review,”Journal of Marketing Research, 8(November), 408–418.
15.
KeatingB., PittsR., and AppelD. (1981), “United Way Contributions: Coercion, Charity or Economic Self-Interest?”Southern Economic Journal, (Spring), 816–823.
16.
KennettDavid A. (1980), “Altruism and Economic Behavior II: Private Charity and Public Policy,”American Journal of Economics, 39(October), 337–353.
17.
KinnearThomas C., TaylorJames R., and AhmedSadrudin A. (1974), “Ecologically Concerned Consumers: Who Are They?”Journal of Marketing, 38(April), 20–24.
18.
KotlerPhilip, and ZaltmanGerald (1971), “Social Marketing: An Approach to Planned Social Change,”Journal of Marketing, 35(July), 3–12.
19.
LeighJames H., MurphyPatrick E., and EnisBen M. (1988), “A New Approach to Measuring Socially Responsible Consumption Tendencies,”Journal of Macromarketing, 8(Spring), 5–20.
20.
Newsweek (1989), “The Garbage Glut: An Environmental Crisis Reaches Our Doorstep,” (November 27), 66–76.
21.
NunnallyJum C. (1978), Psychometric Theory.New York: McGraw- Hill.
22.
PittsRobert E., and SkellyGerald U. (1984), “Economic Self Interest and Other Motivational Factors Underlying Charitable Giving,”Journal of Behavioral Economics, (Summer), 93–109.
23.
RothschildMichael L. (1979), “Marketing Communications in Nonbusiness Situations or Why It's So Hard to Sell Brotherhood Like Soap,”Journal of Marketing, 43(Spring), 11–20.
24.
SjolanderRichard, and ChenHenry C.K. (1989), “The Macromarketing Effects of Beverage Container Legislation,”Journal of Macromarketing, 9(Spring), 24–34.
25.
SundelH. Harvey, ZelmanW. N., WeaverC. N., and PasternakR. E. (1978), “Fund Raising: Understanding Donor Motivation,”Social Work, 23(May), 233–236.
26.
TabachnickBarbara G., and FidellLinda S. (1989), Using Multivariate Statistics, 2d ed.New York: Harper and Row.
27.
Time (1989), “A Stinking Mess–The Problem: Throwaway Societies Befoul Their Land and Seas,” (January 2), 44–47.
28.
TullDonald S., and HawkinsDel I. (1987), Marketing Research: Measurement and Method.New York: Macmillan.
29.
USA Today (1986), “The Debate: Returnable Bottles,” (March 21), 10A.
30.
WebsterFrederick E. (1975), “Determining the Characteristics of the Socially Conscious Consumer,”Journal of Consumer Research, 2(December), 188–196.
31.
WittinkDick R. (1988), The Application of Regression Analysis, Needham Heights, Mass.: Allyn & Bacon Inc.
