Responsible marketing and the catalysts of the consum’actor: literature review

Abstract

The concept of the consum-actor consists in the purchase of products or services that illustrate the social or environmental concerns of a consumer in order to result in a positive or less negative effect on society or the environment. This dynamic can be based for a buyer on several catalysts that direct his purchasing action. However, this can represent an opportunity for companies to adopt practices that are in line with this choice. In this respect, it is essential to design an offer focused on a competitive advantage through responsible marketing as a key success factor to attract consumers through a coherent offer. This literature review aims to create a link to know how responsible marketing is likely to achieve a reconciliation of the company with the demands of the more than ever emerging consom'actors, in order to be based in the envisaged empirical studies.