This study examines factors related to socially responsible consumption based on a sample of 636 Spanish consumers. The results indicate that socio-demographic factors such as sex, age, education level, and economic activity affect responsible consumption. In addition, it was found that in order to assess the antecedents of socially responsible consumption it is necessary to specify the type of consumer behavior (for example, purchasing specific products or initiatives against the purchase of certain products). It is found that perceived efficacy, affective commitment, and materialism explain different levels of variance in socially responsible consumption. Purchasing cause-related products is most influenced by affective commitment and perceived efficacy. Materialism affects purchasing motivated by firm behavior and the volume of consumption. The study finds that the referents to the responsibility that consumers adopt can be explained independently. In conclusion, with the aim of supporting a more sustainable society, the need for studies on anti-consumption behaviors as an instrument for sustainability is stressed.
