Socially responsible customer journey: uncovering the meanings of local product consumption

Purpose This study aims to investigate the meanings attached to local product consumption through the concept of the socially responsible customer journey. While multiple studies have explored the consumer journey, there is a lack of evidence on sustainable consumption, which in this study is represented through socially responsible behaviors. Design/methodology/approach A qualitative study was conducted through 21 interviews with consumers of local products in Brazil, identified using a snowball sampling technique. Data were analyzed through content analysis. Findings Six meanings were mapped along the customer journey: importance and appreciation of local products, satisfaction in contributing to local production, socio-environmental concerns, personal value, female solidarity and doing good (for oneself and/or others). The analysis revealed that the purchase phase was the most critical in ensuring socially responsible behavior, guided by customers’ experiences of sustainability. Originality/value Unlike previous research, this study offers a discussion of the customer journey and its role in local development. The authors propose the concept of the socially responsible customer journey.