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2012/2013  KAN-CM_J40  Socially Responsible Consumer Marketing

English Title
Socially Responsible Consumer Marketing

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Thursday 08.00-10.45, week 36-41, 43-46
Time Table Please see course schedule at e-Campus
Max. participants 70
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Niels Kornum - Department of Marketing
Administrator: Helle-Merete Hagedorn (hmh.marktg@cbs.dk)
Main Category of the Course
  • Business Ethics, value based management and CSR
  • Marketing
Last updated on 10-07-2012
Learning objectives
At the end of the course the excellent student is expected to be able to:
1. Based on the models, concepts and theories presented throughout the course to discuss the complexities related to the topics of the course
2. Apply these models singly or combined to fit the concrete case situation under study
3. Identify and analyze the relationship between relevant models, concepts and theories from curriculum
4. Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application in relevant cases
A basic knowledge and understanding of marketing and consumer behavior is a good preparation for this course
Oral exam on the basis of a mini project (individual or group).
Socially Responsible Consumer Marketing:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner Second internal examiner
Exam period December/January, Exam 10, 11 or 12 dec.
Aids Please, see the detailed regulations below
Duration 20 Minutes

Oral exam on the basis of a miniproject (individual or in groups of 2-4 students).
Course content

Consumers are met with an increasingly intense stream of signals concerning issues like sustainable development, political consumption and social responsibility (all expressed in the work conditions of employees in developing countries, environmental issues, organic foods, animal welfare, simple living and the like). Many consumers do care about at least some of these issues, but when they include ordinary parameters like price and quality, they may end up feeling overwhelmed during the decision process given these complexities. There may be ambivalences between societal expectations, cultural norms and categories, personal values, and everyday budgetary constraints. This course will examine these (hyper)complex decision-making processes of the consumer, including how consumer cultures affect consumers’ understanding of themselves as (consumer) citizens as well as consumer related ethical issues (e.g., Fair Trade), social trends, and social responsibilities (e.g., climate changes).

The academic world has only recently begun to study how these developments and trends affect consumer decision making. The course will be based on primarily consumer behavior theory and supplemented with recent studies relating to consumer culture, ethical consumption, CSR etc.

The main topics of the course are:

  • Consumers and hyper complexity in decision-making
  • Consumer culture and the political consumer
  • Consumer ethics
  • Ethical aspects of consumer culture,
  • The use/meaning of labels, such as Fair Trade, Organic, Ecological, Climate Friendly, Sustainable

The course´s development of personal competences:

The course aims at developing students’ competencies within ethical areas of consumer behavior, consumer culture and ethical marketing communication through the use of communicative means like labeling e.g. Fair Trade, Organic and Sustainability.

Teaching methods
Teaching will be lectures, mini exercises/action research and casework, along with topical lectures by guest speakers from selected companies. The miniproject will play a core role in the learning process of the course.
Expected literature

Recommended literature:

Varey, Richard J. (2010), “Marketing Means and Ends for a Sustainable Society: A Welfare Agenda for Transformative Change”, Journal of Macromarketing, 30 (2), pp. 112-126

Trentmann, Frank (2007): “Citizenship and consumption”, Journal of Consumer Culture, Vol 7(2), pp. 147-158

Arnould, E.J. & Thompson, C..J. (2005): “Consumer Culture Theory (CCT): Twenty Years of Research”, Journal of Consumer Research, vol. 31, no. 4, pp. 868-882

Sestoft, C.P. (2003): “White Rabbits and Political Consumers”, in: Morsing, Mette and Thyssen, Christina (eds.)(2003): “Corporate values and Responsibility: The Case of Denmark”, Copenhagen, Samfundslitteratur. pp.299-307

McGregor, Sue L.T. (2006), Understanding consumers’ moral consciousness. International Journal of Consumer Studies Vol. 30, No. 2, March , pp164–178

Jocz, Katherine E and Quelch, John A. (2008): “An Exploration of Marketing’s Impact on Society: A Perspective linked to Democracy”, American Marketing Association, Vol 27(2), pp. 202-206

Van Doorn and Verhoef (2010):Construction and Explanation of Sustainable Purchasing Behavior in the Dutch Food Market. Proceedings EMAC conference, Copenhagen Business School

CONNOLLY & SHAW (2006), Identifying fair trade in consumption choice, JOURNAL OF STRATEGIC MARKETING, Vol. 14, pp. 353–368

Smith, N.Craig, Drumwright, Minette E., and Gentile, Mary C. (2010): “The New Marketing Myopia”, Journal of Public Policy & Marketing, Vol. 29(1), pp. 4-11

Kucuk, S.U. 2008, "Negative Double Jeopardy: The role of anti-brand sites on the internet", Journal of Brand Management, vol. 15, no. 3, pp. 209-222.

Luce, Mary Frances (1998): "Choosing to Avoid: Coping with Negatively Emotion-Laden Consumer Decisions". In: Journal of Consumer Research, vol. 24, pp. 409-433

Hansen, T and Thomsen, T.U. (2006): Supra-complex decision making. A framework for understanding the choice behavior of the modern food consumer. Working Paper no. 1, 2006. Department of marketing, Copenhagen Business School

Sestoft, C., (2010) The Specific State-form and Life-mode Consumption Theory. Revised version based on Ph.D. summary.

Jones, T. M. (1991) “Ethical decision making by individuals in organisations: An issue-contingent model” Academy of Management Review, Vol. 16, No. 2, pp. 366-395

Walck et. al. (2010): Information demand and willingness to pay for eco friendly shoes. Proceedings EMAC conference, Copenhagen Business School

Kambewa, Emma, Ingenbleek, Paul and van Tilburg, Aad (2008): “Improving Income Positions of Primary Producers in International Marketing Channels: The Lake Victoria EU Nile Perch Case”, Journal of Macromarketing 2008, 28; 53

Last updated on 10-07-2012