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This conceptual paper discusses the role of marketing in advancing socially responsible consumption during times of crisis. We argue that socially responsible consumption must be expanded from its current focus on preserving the environment to include consumers’ responsibility to preserve the health and well-being of other consumers, especially during crises. Therefore, we build on the socially responsible consumption literature and introduce the concept of consumer-centric socially responsible consumption (CCSRC). Further, we integrate the social contract theory, contagion theory, and tragedy of the commons literature to create a conceptual framework that illustrates how firms can employ different social contracts in response to changing crowd dynamics. Specifically, this article discusses how marketing can employ social contracts to reinforce a consumer-centric notion of socially responsible consumption that relates to the acquisition of goods during crises and its impact on overall consumer well-being. Theoretical and practical implications are offered.

Leave some for me! The role of marketing in influencing responsible consumption during times of crisis