Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/10912
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: How does corporate social responsibility create value for consumers?
Authors: Green, Todd
Peloza, John
Contact Email: todd.green@stir.ac.uk
Keywords: Corporate social responsibility
Recession
Consumer behaviour
Qualitative research.
Issue Date: 2011
Publisher: Emerald
Citation: Green T & Peloza J (2011) How does corporate social responsibility create value for consumers?, Journal of Consumer Marketing., 28 (1), pp. 48-56.
Abstract: Purpose - Research examining corporate social responsibility (CSR) demonstrates a relatively consistent level of positive support by consumers. However, CSR is poorly defined and little is known about the mechanisms by which this response occurs. This paper seeks to understand how consumers define CSR and how it can enhance the overall value proposition for consumers. Design/methodology/approach - The value typology developed by Sheth et al. is integrated with qualitative data to enhance understanding of these value paths. Interviews were conducted with consumers through the heart of the current recession, when consumers were particularly aware of value when making purchase decisions. Findings - The way in which CSR manifests itself determines consumer support. CSR can provide three forms of value to consumers: emotional, social, and functional. Each of these enhances or diminishes the overall value proposition for consumers. Further, value created by one form of CSR can either enhance or diminish other product attributes. Practical implications - The current research helps managers understand how CSR can create value for consumers. As a result, managers can better position products in order to enhance overall value. Further, practitioners can match the value with which consumers identify from CSR to the dominant value driver in their product category. Originality/value - This study highlights that CSR includes a range of activities with differential means of adding value to consumers.
Type: Journal Article
URI: http://hdl.handle.net/1893/10912
DOI Link: http://dx.doi.org/10.1108/07363761111101949
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division
Simon Fraser University

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