Why are not thou resisting? Consumer resistance toth citizen argument of MASS retairlessChiraz AOUINA MEJRI
Recent studies on corporate social responsibility (CSR) illustrate the positive consumer reaction to the socially responsible practices of retailers, and outline the upside for retailers to engage in these practices. However, little is known about the downside of these practices: consumer negative reaction due to the ambiguous and complex nature of consumer reaction, and consumers’ resistance to the ‘citizen argument’ put forth by retailers. This research, through 17 interviews, fills this gap to explore the complex nature of consumer reaction to CSR practices, and investigates motivations and manifestations of consumer resistance to the ‘citizen argument’ of mass-market retailers. The findings reveal consumer responses to CSR practices (their resistant behaviour), their causes, and classify them in two forms – resistance to the consumerist practice attributed to retailing, and resistance to an ‘insidious’ commitment to sustainable development where sincerity is claimed by the mass-market retailers.