The Consumer Experience of Responsibilization: The Case of Panera Cares
Abstract
In this paper, we explore the consumer experience of responsibilization, wherein consumers are tasked with addressing social issues via their consumption choices. We study an approach to responsibilization which we label conscious pricing. Conscious pricing asks consumers to place a price on morality: How much would they pay for their lunch to combat the social issue of food insecurity? Conscious pricing stems from the broader movement of...
Paper Details
Title
The Consumer Experience of Responsibilization: The Case of Panera Cares
Published Date
Jan 29, 2018
Journal
Volume
159
Issue
3
Pages
651 - 663
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