Corporate Social Responsibility and the Consumer

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3.6 Corporate Social Responsibility and the consumer Due to the intensification of Social demands from consumers to companies, many research studies have being developed in order to clarify the effects that CSR has had on members of the organizations as well as on its external participants. In terms of the workforce, the application of a CSR scheme according to Herbst and Lloyd (2009) improves their morale and a sense of satisfaction of working in a responsible company makes them more loyal to the organization, creating a better atmosphere as well as increasing the effectiveness of the employee. On a consumer level, The GFK group (2008) a German research company conducted 20,000 surveys in Germany in order to determine if the population was aware of the CSR practiced by companies in the country. The results concluded that Germans are not only conscious of these programs but that they also demand such schemes. Another research company, The Nielsen group, developed a worldwide investigation about Corporate Social Responsibility in 2008. It was discovered that 51% of consumers manifested that it was very important for organizations to commit on social and environmental causes. Furthermore, two in three respondents stated that they would be willing to purchase ethical products if the environment and social issues would benefit from it. A research carried out in Canada in 2008 explored the commitment of the top brands in the country to environmental causes and the perceptions developed by its consumers. Contrary to the results obtained in Germany, the investigation discovered that companies with good behaviour do not always secure good consumers perceptions. Furthermore, customers wrongly evaluated the C... ... middle of paper ... ...n and Self-Identity. 3.8.1 Modified Theory of Planned behaviour: Ethical Obligation and self-Identity According to Shaw et al. (2000) the ethical obligation in this framework represents the way consumers internalize their ethical rules to then become a sort of moral obligation that they might feel the need to fulfil in order to meet the expectations of their subjective norms. This aspect is also supported by the internal belief that an individual holds about a specific situation. Another measurement tool included in the theory of planned behaviour was self-identity. This implies that consumers that get involved and concerned about ethical issues tend to adapt their self-identity to meet this new behavioural standard. These issues become relevant and shape part of the consumer’s identity, fact that creates higher interest for ethically produced products.

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