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CnSR: Exploring Consumer Social Responsibility Using Machine Learning-Based Topic Modeling with Natural Language Processing

Author

Listed:
  • Jisu Jang

    (Division of Consumer Science, White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management, Purdue University, West Lafayette, IN 47907, USA)

  • Jiyun Kang

    (Division of Consumer Science, White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management, Purdue University, West Lafayette, IN 47907, USA)

Abstract

This study delves into Consumer Social Responsibility (CnSR) within the fashion industry, with the goal of understanding consumers’ sustainable and responsible behavior across three major consumption stages: acquisition, utilization, and disposal. While “corporate” social responsibility (CSR) has been extensively studied in the literature, CnSR that sheds light on “individual consumers” has received less attention and is understudied. Using topic modeling, an unsupervised machine learning (ML) technique that uses natural language processing (NLP) in Python, this study analyzed textual data consisting of open-ended responses from 703 U.S. consumers. The analysis unveiled key aspects of CnSR in each of the consumption processes. The acquisition stage highlighted various ethical and sustainable considerations in purchasing and decision making. During the utilization phase, topics concerning sustainable and responsible product usage, environmentally conscious practices, and emotional sentiments emerged. The disposal stage identified a range of environmentally and socially responsible disposal practices. This study provides a solid and rich definition of CnSR from the perspective of individual consumers, paving the avenue for future research on sustainable consumption behaviors and inspiring the fashion industry to create goods and services that are in line with CnSR.

Suggested Citation

  • Jisu Jang & Jiyun Kang, 2023. "CnSR: Exploring Consumer Social Responsibility Using Machine Learning-Based Topic Modeling with Natural Language Processing," Sustainability, MDPI, vol. 16(1), pages 1-24, December.
    • Handle: RePEc:gam:jsusta:v:16:y:2023:i:1:p:197-:d:1307336
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    References listed on IDEAS

    as
    1. Denni I. Arli & Fandy Tjiptono, 2018. "Consumer ethics, religiosity, and consumer social responsibility: are they related?," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 14(2), pages 302-320, June.
    2. Michael P. Schlaile & Katharina Klein & Wolfgang Böck, 2018. "From Bounded Morality to Consumer Social Responsibility: A Transdisciplinary Approach to Socially Responsible Consumption and Its Obstacles," Journal of Business Ethics, Springer, vol. 149(3), pages 561-588, May.
    3. Robert Caruana & Andreas Chatzidakis, 2014. "Consumer Social Responsibility (CnSR): Toward a Multi-Level, Multi-Agent Conceptualization of the “Other CSR”," Journal of Business Ethics, Springer, vol. 121(4), pages 577-592, June.
    4. Mirella Soyer & Koen Dittrich, 2021. "Sustainable Consumer Behavior in Purchasing, Using and Disposing of Clothes," Sustainability, MDPI, vol. 13(15), pages 1-17, July.
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