Abstract
There is sufficient evidence that consumers’ current consumption pattern is
fast-degrading the environment on which their survival, as well as the
survival of future generations depend. There is also empirical evidence that
there is increased recognition of the need to consume responsibly but
individuals are not taking required actions due to lack of practical support
and advice. This paper recognises that the dispositions of all consumers
towards responsible consumption are not the same due to differences in
personality characteristics, background and experiences. Accordingly, the
paper presented a 4-level hierarchy of responsible consumption, a practical
framework that families, campaigners and the media can follow to mobilize
responsible consumption among consumers. The Framework guides
individuals to understand how consumers at each level can be inspired up to
the highest level of responsibility and the roles that families can play in the
process. It encourages families and organizations change their styles
according to the level of the consumer.