The Role of the Consumer’s Demographic Factors in Social Consumption
Diala Yassin1, Yehya Skaf2

1Diala Yassin, DBA, Assistant Professor, Department of Accounting and Information Systems, International University of Beirut, Lebanon.
2Yehya Skaf, Ph.D. Lecturer, Department of Accounting and Information Systems, International University of Beirut, Lebanon.
Manuscript received on 08 May 2019 | Revised Manuscript received on 19 May 2019 | Manuscript Published on 23 May 2019 | PP: 1062-1068 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F11820476S319/2019©BEIESP
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Abstract: Purpose: This communication aims at explaining a relation of causality between the demographic factors of the consumer and the intention of buying ecological products. This paper starts with a literature review aiming at constructing a model that can relate the personal factors to the intention of buying ecological products. Methodology: A survey, equally distributed between males and females, was conducted on 400 persons in different Lebanese regions. The researchers used SPSS version 22 and the ANOVA method in order to analyze data. Findings: The results show that some demographic factors significantly affect the intention of buying ecological products. For example, females showed more commitment towards the social consumption, where also the residents of Beirut and Mount Lebanon were more inclined to purchase ecological products than other provinces’ residents. Research limitations: One of the limitations of this paper is the non-incorporation of the consumers’ personal factors such as their social awareness in the research model; further researches will solve this issue. Practical Implication: The study is particularly useful for companies aiming at using the CSR as a strategy to attract consumers interested in and concerned with social issues and causes. The company can use the findings as a segmentation basis for its CSR initiatives. Originality: This paper accumulated different demographic factors and explained their impact on the social consumption in the Lebanese territory which lacks such researches.
Keywords: CSR, Consumer, Demographic Factors, Social Consumption.
Scope of the Article: Social Networks