The nature and role of social relationships in social responsibility

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Conference Proceeding
Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 7
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The importance of socially responsible purchasing continues to grow. However there is limited work that considers high involvement purchasing and the importance of social relationships in building attitudes and guiding behavior in this context. This paper presents findings that consider these issues. Social relationships are found to be an important factor in responsible purchasing however these effects often are not consciously recognized by consumers. The paper concludes by considering the need for research methods to uncover the importance of social relations.
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