"Why Don't Consumers Care About CSR?": A Qualitative Study Exploring the Role of CSR in Consumption Decisions

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 C...

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Published in:Journal of business ethics Vol. 104; no. 4; pp. 449 - 460
Main Authors: Öberseder, Magdalena, Schlegelmilch, Bodo B., Gruber, Verena
Format: Journal Article
Language:English
Published: Dordrecht Springer 01-12-2011
Springer Netherlands
Springer Nature B.V
Series:Journal of Business Ethics
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Abstract 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 article 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, during which consumers distinguish between core, central, and peripheral factors. This article 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 article contributes to a better understanding of the role of CSR in consumption decisions.
AbstractList 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 article 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, during which consumers distinguish between core, central, and peripheral factors. This article 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 article contributes to a better understanding of the role of CSR in consumption decisions.
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 article 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, during which consumers distinguish between core, central, and peripheral factors. This article 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 article contributes to a better understanding of the role of CSR in consumption decisions. Adapted from the source document.
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 article 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, during which consumers distinguish between core, central, and peripheral factors. This article 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 article contributes to a better understanding of the role of CSR in consumption decisions.[PUBLICATION ABSTRACT]
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 article 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, during which consumers distinguish between core, central, and peripheral factors. This article 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 article contributes to a better understanding of the role of CSR in consumption decisions. Reprinted by permission of Springer
Author Gruber, Verena
Schlegelmilch, Bodo B.
Öberseder, Magdalena
Author_xml – sequence: 1
  givenname: Magdalena
  surname: Öberseder
  fullname: Öberseder, Magdalena
– sequence: 2
  givenname: Bodo B.
  surname: Schlegelmilch
  fullname: Schlegelmilch, Bodo B.
– sequence: 3
  givenname: Verena
  surname: Gruber
  fullname: Gruber, Verena
BackLink http://econpapers.repec.org/article/kapjbuset/v_3a104_3ay_3a2011_3ai_3a4_3ap_3a449-460.htm$$DView record in RePEc
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Issue 4
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Snippet There is an unresolved paradox concerning the role of corporate social responsibility (CSR) in consumer behavior. On the one hand, consumers demand more and...
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SubjectTerms Brand loyalty
Business and Management
Business Ethics
Communication
Consumer behavior
Consumer behaviour
Consumer goods industries
Consumer research
Consumers
Consumption
Corporate responsibility
Corporate social responsibility
Corporations
Education
Ethical consumerism
Ethics
Evaluation
Fair trade
Management
Marketing
Philosophy
Purchase intention
Purchasing
Qualitative analysis
Qualitative research
Quality of Life Research
Social responsibility
Social responsibility of business
Stakeholders
Urban areas
Values
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Title "Why Don't Consumers Care About CSR?": A Qualitative Study Exploring the Role of CSR in Consumption Decisions
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