Socially Responsible [Conspicuous] Consumption : the paradoxical behavior of a reasoned show[Consommation [Ostentatoire] Socialement Responsable : le comportement paradoxal d'une parade raisonnée]

This paper is introducing the conceptualisation of socially responsible ostentatious consumption. The primary concept of ostentation, which is historically associated with luxury, was extended to socially responsible categories of products. An empirical data was collected via a qualitative projective method, the Album On-Line, and a quantitative pilot study to explore, understand and measure the explanatory factors of socially responsible ostentatious consumption. The survey supports the pairing of the concepts of ostentation and socially responsible consumption with both status motivation and ecological involvement. Furthermore, the study introduces the effects of the concept of conspicuous socially responsible consumption, notably its positive impact on proselytizing, intent to purchase socially responsible products and willingness to reduce consumption.