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2019 | nr 49 | 43--72
Tytuł artykułu

Framework Model for Consumer Choices: the Interplay of Social Identity, Trends, Norms and Values

Warianty tytułu
Model ramowy dla wyborów konsumenckich - wzajemne oddziaływanie tożsamości społecznej, wartości, norm i trendów
Języki publikacji
In recent years, economists have referred to the socially embedded model of an individ-ual. Also, they have considered the influence of society on individual choices through institutions. Some economists enhance the role of culture as a mediator between society and the individual. Some authors focus on the role of social identities. The latter enable the individual to adapt to a society and follow social norms. However, not all existing social values respond to current challenges of global trends (e.g. climate change) suffi-ciently. Some social values (like consumerism, for instance) may lead to non-sustainable consumer choices. We must therefore perceive social values and norms not as a final solution but as a successful or failed adaptation to current global challenges. The purpose of the article is to introduce a framework model. It aims to explain the relationship be-tween global trends, culture, institutions, and social and individual norms and values in consumer choice. Therefore, it will contain the reference to the rationality which should reach beyond the individual aspect. Such a model can be helpful in understanding the theoretical and empirical relationship between these concepts. Moreover, it can be adapt-ed for designing future sustainable policy with the focus on sustainable consumption.(original abstract)
W ostatnich latach ekonomiści odnoszą się do społecznie osadzonego modelu jednostki. Rozważają także wpływ społeczeństwa na indywidualne wybory dokonywane przez instytucje. Niektórzy ekonomiści wzmacniają rolę kultury jako mediatora między społeczeństwem a jednostką. Inni autorzy koncentrują się na roli tożsamości społecznych. Te ostatnie umożliwiają jednostce dostosowanie się do społeczeństwa i przestrzeganie norm społecznych. Nie wszystkie jednak wartości społeczne w wystarczającym stopniu odpowiadają obecnym wyzwaniom światowych trendów (np. zmiany klimatu). Pewne wartości społeczne (np. konsumpcjonizm) mogą prowadzić do niezrównoważonych wyborów konsumenckich. Dlatego musimy postrzegać wartości i normy społeczne nie jako ostateczne rozwiązanie, ale jako udaną lub nieudaną adaptację do aktualnych globalnych wyzwań. Celem tego artykułu jest wprowadzenie modelu ramowego. Powinien wyjaśniać związek między światowymi trendami, kulturą, instytucjami a normami oraz wartościami społecznymi i indywidualnymi w wyborze dokonywanym przez konsumenta. Dlatego będzie zawierać odniesienie do racjonalności, która powinna wykraczać poza aspekt indywidualny. Taki model może być pomocny w zrozumieniu teoretycznego i empirycznego związku między tymi pojęciami. Ponadto można go dostosować do projektowania przyszłej zrównoważonej polityki z naciskiem na zrównoważoną konsumpcję.(abstrakt oryginalny)
Opis fizyczny
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