Purpose - This paper develops a framework that describes and explains how corporate social
responsibility (CSR) initiatives are perceived by customers and links customer perception to
the notion of customer value perception. In order to explore customer value conception
firstly, the perception of CSR initiatives is investigated; secondly, indications for the value
enhancing effects of CSR initiatives are studied, and finally, the varying effects which
different value categories can have on customer attitudes and behaviour are extracted.
Design/methodology/approach - The data consists of twelve semi-structured interviews
with customers of European telecommunication companies.
Findings - The results suggest that CSR initiatives, when communicated efficiently and
considered as relevant by customers, will in the main enhance two customer value categories:
(1) the extrinsic self-oriented value defined as efficiency and excellence and (2) the intrinsic
other-oriented value pertaining to ethics or spirituality. Enhancement of extrinsic selforiented
value imbeds the potential of CSR initiatives to affect customers’ purchase
behaviour and thus strengthen ethical consumerism within the telecommunications industry.
Research limitations/implications – The main implication for research is a better
understanding of the relationship between customer perception and customer value
perception in the field of ethical consumerism. Focusing on one industry for the study can be
named as a limitation.
Practical implications – As indicated by the research results by customers prioritised CSR
initiative can affect the customer value perception, mainly the extrinsic/self-oriented value. If
the company is aiming to change customer behaviour and to strengthen ethical consumerism,
it is important that the customer experience of CSR initiatives improve excellence (quality)
and/or efficiency of the product/service.
Originality/value – This paper fulfils an identified need of research on how CSR initiatives
can influence consumer behaviour
