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Summary of what we learned this week

The final week of the course has explored responsible consumption, including the Sharing Economy. This article summarises the main points of learning.
Red apples growing on a branch
© University of Central Lancashire

In this fourth week of the course, we have explored responsible consumption. More specifically, we have covered:

  • What consumer behaviour involves.

  • The buying decision-making process.

  • Involvement and types of buying decisions.

  • The influence of self-concept on buying decisions.

  • The importance of reference groups.

  • New terminology associated with consuming less.

  • The concept of consumer activism.

  • The Sharing Economy.

During the week, we have learned that:

  • Consumer behaviour relates to how consumers make purchase decisions, as well as how they use and dispose of purchased items.

  • The purchase decision-making sequence is made up of five steps. The sequence continues even after a purchase has been made in the post-purchase evaluation stage.

  • Involvement refers to the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behaviour. Some purchases are characterised by routine response behaviour, others by either limited or extensive decision making.

  • Human behaviour depends largely on self-concept. Because consumers want to protect their identity as individuals, the products they buy support their self-image.

  • Consumer purchase decisions are affected by reference group influences.

  • By facilitating the distribution and use of underutilised assets, the Sharing Economy facilitates a more sustainable approach to consumption.

Over the past four weeks, we have addressed the questions of: What is Sustainable Marketing and why does it matter? How do sustainable companies operate and what role can consumers play? We have gone about this by exploring the topics of CSR and sustainability, as well as investigating the practical concepts of responsible marketing and responsible consumption. In the reflection step, you will be invited to reflect on what you have learned this week and across the course.

© University of Central Lancashire
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Responsible Marketing and the Fundamentals of Corporate Social Responsibility

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