The field of corporate social responsibility (CSR) has grown exponentially in the last
decades. However, there exists an extensive debate over the legitimacy, the value and
the objectives of applying CSR in social and economic life by companies. In addition,
there is a growing interest, mostly by marketers, to identify and exploit the degree of
consumers’ awareness on CSR. The effects of CSR application on consumers’
perceptions is the main issue that this thesis tries to cover.
Many claim that companies nowadays are seriously intended to publish their CSR
policy on their internet sites, sustainability programs and reviews or on their
promotional campaigns in order to “earn” consumer’ trust and positive opinion. In
addition, CSR is performed because societies as well as regulations today demand
more responsible and caring behaviors of corporations. On the other hand companies
are more responsible than ever as they face all problems that social groups and
environment face.
Through a research among Greek consumers – questionnaires and interviews - and by
using previously published empirical and theoretical data, it is concluded that the
relationship between customers and social responsible activities of corporations is
mostly positive. Of course, there are a number of factors that need to be explored and
partially affect customers’ purchase behavior, as it is applied below. In addition,
various reviews certify that particular behavior from customers’ point of view is
subject to whether CSR is applied and the type of this CSR practice. Future research
should be addressed in order to explore other possible and useful results and factors
that determine CSR’s effectiveness.
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