Corporate Social Responsibility in Hypermodern Times: How to Identify Socially Responsible Consumers

Organizations have been increasingly paying attention to their myriad economic, ethical, social, and environmental responsibilities, partly driven by consumer pressure. It is imperative for organizations to identify who these socially responsible consumers are so that they can respond appropriately to their demands. Adopting the theoretical lens of hypermodernity, this study sought to develop a measurement to identify socially responsible consumers by their personality traits and behavioral intentions along five dimensions of hypermodernity. The study combined a systematic review of journal articles within business ethics, consumer psychology, and communication studies to propose a measurement, which was subsequently tested and refined. This study first offers a set of theoretically grounded psychographic variables that give robust insights into socially responsible consumers with high corporate social responsibility expectations. Second, the article offers practitioners a toolkit to identify socially responsible consumers.