Klaipėdos universitetas

The purpose of the article is to identify the key factors influencing socially responsible consumption and the reasons why consumers do not choose products of socially responsible companies. The article highlights two dimensions of socially responsible consumption: environmental dimension (avoidance to buy products that have a negative impact on the environment) and public dimension (avoidance to buy product of companies who have a negative impact on the welfare of the public). Consumer decisions when purchasing goods are more selfish than justified in the public interest. This is why socially responsible consumption is motivated when users see the benefits for themselves. Users almost always give priority to products with better functional features.An analysis of the literature proves that corporate social responsibility (CSR) is not the dominant criteria in making purchase decisions of consumers. CSR is less important than the other purchase criteria such as price, quality, reliability, customer service, product warranty period, etc. The main reasons, which restrict socially responsible consumption are misconception of consumers, the perception that they have not much power to solve global problems, as well as lack of income, education and information about socially responsible consumption.