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"Why Don't Consumers Care about CSR?" - A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Empirical Paper

Öberseder, Magdalena and Schlegelmilch, Bodo B. and Gruber, Verena (2011) "Why Don't Consumers Care about CSR?" - A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Empirical Paper. Journal of Business Ethics, 104 (4). pp. 449-460. ISSN 0167-4544

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Abstract

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 paper 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, where consumers distinguish between core, central, and peripheral factors. This paper 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 paper contributes to a better understanding of the role of CSR in consumption decisions. (author's abstract)

Item Type: Article
Additional Information: To see the final version of this paper please visit the publisher's website : The original publication is available at www.springerlink.com. Access to the published version may require a subscription.
Keywords: corporate social responsibility / consumer behavior / purchase intention / qualitative research
Divisions: Departments > Marketing > Internationales Marketing Management > Schlegelmilch
Version of the Document: Accepted for Publication
Variance from Published Version: Minor
Depositing User: Dissertation Administrator
Date Deposited: 21 Nov 2011 16:17
Last Modified: 13 Oct 2014 13:43
Related URLs:
FIDES Link: http://bach.wu.ac.at/bachapp/cgi-bin/fides/fides.a...
URI: http://epub.wu.ac.at/id/eprint/3281

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