CSR practices and consumer perceptions

• Published in: Journal of business research Vol. 66; no. 10; pp. 1839 - 1851
• Main Authors: Öberseder, Magdalena, Schlegelmilch, Bodo B., Murphy, Patrick E.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01-10-2013; Elsevier Sequoia S.A
• Subjects: Business ethics; Conceptualization; Consumer behavior; Consumer preferences; Consumers; Corporate ethics; Corporate social responsibility; Marketing; Perceptions; Qualitative analysis; Qualitative research; Social responsibility; Studies; Qualitative research; Corporate social responsibility; Consumer behavior; Corporate ethics
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2013.02.005

In the face of growing worldwide interest in corporate social responsibility (CSR), this paper explores corporate practices and consumer perceptions related to CSR. Based on literature and qualitative data from interviews with managers and consumers, a conceptualization of corporate practice and consumers' perceptions of CSR is developed. More specifically, the paper offers a grounded theory of CSR domains that explains how corporations and consumers view CSR by explicating both for whom and for what corporations are held responsible. Furthermore, two tripartite classifications of corporate stages of CSR development and corresponding consumers' perceptions are presented. The conclusion contains a comparison of corporate and consumer perceptions and draws implications for marketing practice and future research.