"Why Don't Consumers Care about CSR?" - A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Empirical Paper

There is an unresolved paradox concerning the role of corporate social responsibility (CSR) in consumer behavior. On the one hand, consumers demand more and more CSR information from corporations. On the other hand, research indicates a considerable gap between consumers' apparent interest in CSR and the limited role of CSR in purchase behavior. This paper attempts to shed light on this paradox by drawing on qualitative data from in-depth interviews. The findings show that the evaluation of CSR initiatives is a complex and hierarchically-structured process, where consumers distinguish between core, central, and peripheral factors. This paper describes these factors in detail and explains the complexity of consumers' assessment of CSR. These insights then serve as a basis for discussing the theoretical and managerial implications of the research findings. To this end, the paper contributes to a better understanding of the role of CSR in consumption decisions

CSR Practices and Consumer Perceptions

Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. But despite such corporate efforts and an expanding literature exploring consumers' response to CSR, it remains unclear how consumers perceive CSR and which "Gestalt" consumers have in mind when considering CSR. Moreover, academics and managers lack a tool for measuring consumers' perceptions of CSR. This research explores consumers' perceptions of CSR and develops a measurement model for them. Based on qualitative data from interviews with managers and consumers, a conceptualization of consumers' perceptions of CSR is developed. Subsequently, this model is tested and validated on three large quantitative data sets. The conceptualization and the measurement scale help companies assess consumers' perceptions of CSR relative to their performance. They also enable managers to identify shortcomings in CSR engagement and/or communication. Finally, the paper discusses implications for marketing practice and future research

Consumers' Perceptions of Corporate Social Responsibility: Scale Development and Validation

Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. Despite such corporate efforts and an expanding literature exploring consumers' response to CSR, it remains unclear how consumers perceive CSR and which "Gestalt" consumers have in mind when considering CSR. Academics and managers lack a tool for measuring consumers' perceptions of CSR (CPCSR). This research explores CPCSR and develops a measurement model. Based on qualitative data from interviews with managers and consumers, the authors develop a conceptualization of CPCSR. Subsequently, model testing and validating occurs on three large quantitative data sets. The conceptualization and the measurement scale can assist companies to assess CPCSR relative to their performance. They also enable managers in identifying shortcomings in CSR engagement and/or communication. Finally, the paper discusses implications for marketing practice and future research

“Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions

Corporate social responsibility, Consumer behavior, Purchase intention, Qualitative research,

Corporate Societal Responsibility in Marketing: Normatively Broadening the Concept

The premise of this paper is that corporate societal responsibility in marketing should go far beyond traditionally conceived corporate social responsibility (CSR). Admittedly, some typical efforts like philanthropy and executive volunteerism do have a distinct social component, but in recent years much CSR activity, including choices for corporate charity, are instrumentally infused with branding, product development, supply chain construction and a host of other strategic marketing decisions by corporations. This paper briefly reviews relevant CSR writings, presents a new definition of corporate societal responsibility in marketing, and advances several foundational premises for responsible marketing practice. Implications are drawn for both marketing scholarship and marketing management

Half a Century of Marketing Ethics: Shifting Perspectives and Emerging Trends

impact factor, literature review, marketing ethics, top journals, top researchers,