2 research outputs found
How to Reap the CSR Fruits: The Crucial Role Played by Customers
In times of unprecedented relevance of Corporate Social Responsibility
(CSR), companies need to gain a deeper understanding of actual and
prospective customers, shedding light on the antecedents of their
behavioral choices as to better address their needs and ambitions, in
order to get a competitive edge. By adopting a chronological approach,
the present chapter provides an overview of the development of research
on responsible consumers over time. From early studies focusing on
market segmentation based on socio-demographic and psychographic
variables, the focus shifts to sophisticated models based either on
cognitive processes or on habits, or on a mixture of both. Given the
complexity of the phenomenon and its dynamic and ever-evolving
nature, the chapter ends with a discussion of cutting-edge perspectives
of analysis that represent the latest advancements of the discipline. These
new streams of studies focus on the need to adopt holistic, dynamic, crosscultural, and trust-based approaches, and pave the way for future research