Consumers and CSR Understanding: Nuances in Consumer Perceptions of Corporate Responsibility Initiatives in Handbook of Research on Marketing and Corporate Social Responsibility Ryan Langan, Ronald Paul Hill (Eds.) Edward Elgar (2014)
With consumers increasingly questioning the role of business in creating social value, it is essential for most firms to address corporate responsibility in ways that go beyond the minimum legal requirement and to communicate their various societal contributions. However, corporate social responsibility (CSR) efforts often fail to have a significant positive impact on consumers, with the result that the “business case” for CSR can prove elusive (Bhattacharya and Sen 2004; Smith 2008; Vogel 2005). This chapter reviews some key research findings on how corporate responsibility initiatives and communications can be more in tune with consumer concerns and be more likely to generate the desired consumer response.