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

Journal of business ethics, 2011-12, Vol.104 (4), p.449-460 [Peer Reviewed Journal]

2011 Springer ;Springer Science+Business Media B.V. 2011 ;ISSN: 0167-4544 ;EISSN: 1573-0697 ;DOI: 10.1007/s10551-011-0925-7 ;CODEN: JBUEDJ

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Title:
"Why Don't Consumers Care About CSR?": A Qualitative Study Exploring the Role of CSR in Consumption Decisions
Author: Öberseder, Magdalena ; Schlegelmilch, Bodo B. ; Gruber, Verena
Subjects: 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
Is Part Of: Journal of business ethics, 2011-12, Vol.104 (4), p.449-460
Description: 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.
Publisher: Dordrecht: Springer
Language: English
Identifier: ISSN: 0167-4544
EISSN: 1573-0697
DOI: 10.1007/s10551-011-0925-7
CODEN: JBUEDJ
Source: ProQuest One Psychology
Alma/SFX Local Collection
RePEc
ProQuest Central

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

2011 Springer ;Springer Science+Business Media B.V. 2011 ;ISSN: 0167-4544 ;EISSN: 1573-0697 ;DOI: 10.1007/s10551-011-0925-7 ;CODEN: JBUEDJ

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