CSR Practices and Consumer Perceptions

Öberseder, Magdalena and Schlegelmilch, Bodo B. ORCID: https://orcid.org/0000-0001-8886-955X and Murphy, Patrick E. (2013) CSR Practices and Consumer Perceptions. Journal of Business Research, 66 (10). pp. 1839-1851. ISSN 0148-2963


Download (438kB)


Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. But despite such corporate efforts and an expanding literature exploring consumers' response to CSR, it remains unclear how consumers perceive CSR and which "Gestalt" consumers have in mind when considering CSR. Moreover, academics and managers lack a tool for measuring consumers' perceptions of CSR. This research explores consumers' perceptions of CSR and develops a measurement model for them. Based on qualitative data from interviews with managers and consumers, a conceptualization of consumers' perceptions of CSR is developed. Subsequently, this model is tested and validated on three large quantitative data sets. The conceptualization and the measurement scale help companies assess consumers' perceptions of CSR relative to their performance. They also enable managers to identify shortcomings in CSR engagement and/or communication. Finally, the paper discusses implications for marketing practice and future research.

Item Type: Article
Additional Information: To see the final version of this paper please visit the publisher's website. Access to the published version may require a subscription. The original publication is available at www.elsevier.com.
Keywords: Corporate social responsibility / Consumer behavior / Corporate ethics / Qualitative research
Divisions: Departments > Marketing > Internationales Marketing Management > Schlegelmilch
Version of the Document: Accepted for Publication
Variance from Published Version: Minor
Depositing User: ePub Administrator
Date Deposited: 24 Apr 2014 09:45
Last Modified: 31 Oct 2019 09:56
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/61282/
URI: https://epub.wu.ac.at/id/eprint/4130


View Item View Item


Downloads per month over past year

View more statistics