In view of the massive negative ecological, economic and social consequences of consumption, many people are trying to take responsibility. But what specifically characterizes responsible consumption is a cross-cultural and cross-generational question that is difficult to answer. For in the complexity and confusion of modern consumer worlds, literal mazes of contradictions open up, in which targeted sustainability efforts and good intentions can get lost in excessive demands, unconscious impulses and market restrictions. How consumer responsibility can be concretized in the face of these confusions has been insufficiently explored. Consumer role responsibility theory develops entirely new and innovative answers to these questions in a vivid and accessible way.
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