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\"Are you a producer or consumer? Do you have a role in your community? This series is filled with real world examples that will teach you about everything from how you might be a producer or a consumer, to what it means to be a good citizen in your community.\"--P. [4] of cover.
Book
Doing Well by Doing Good: The Benevolent Halo of Corporate Social Responsibility
Corporate social responsibility is commonly viewed solely as a tool for enhancing company reputations and engendering goodwill among customers. In contrast, this research shows that the impact of corporate social responsibility can extend beyond public relations and customer goodwill to influence the way consumers evaluate a company’s products. Specifically, this research documents that acts of social goodwill—even when they are unrelated to the company’s core business, as in the case of charitable giving—can alter product perceptions, such that products of companies engaged in prosocial activities are perceived as performing better. More important, the data show that inferences drawn from a company’s prosocial actions are strong enough to alter the product evaluations even when consumers can directly observe and experience the product. The data further show that this effect is a function of the moral undertone of the company’s motivation for engaging in socially responsible behavior and is attenuated when consumers believe that the company’s behavior is driven by self-interest rather than by benevolence. By documenting that social goodwill can benefit consumer perceptions of product performance, these findings show that doing good can indeed translate into doing well.
Journal Article
What do we buy? : a look at goods and services
Explains what goods and services are, what parts consumers and producers play in the economy, and the role of natural, human, and capital resources.
Book
CSR-Washing is Rare: A Conceptual Framework, Literature Review, and Critique
Growth in CSR-washing claims in recent decades has been dramatic in numerous academic and activist contexts. The discourse, however, has been fragmented, and still lacks an integrated framework of the conditions necessary for successful CSR-washing. Theorizing successful CSR-washing as the joint occurrence of five conditions, this paper undertakes a literature review of the empirical evidence for and against each condition. The literature review finds that many of the conditions are either highly contingent, rendering CSR-washing as a complex and fragile outcome. This finding runs counter to the dominant perception in the general public, among activists, and among a vocal contingent of academics that successful CSR-washing is rampant.
Journal Article
The story of upfront carbon : how a life of just enough offers a way out of the climate crisis
\"We must cut carbon emissions to halt climate change. But they aren't just produced by driving a car or heating a home. Upfront carbon--all emissions involved in manufacturing an item--can dwarf operating emissions, which is why when you look at the world through the lens of upfront carbon, everything changes.\"-- Provided by publisher.
BOOK
Effect of Stakeholders' Pressure on Transparency of Sustainability Reports within the GRI Framework
Transparency is a quality of corporate social responsibility communication that enhances the relationship between the investors and the company. The objective of this paper is to analyze if the transparency of the sustainability reports is affected by the relationship of companies in different industries with their stakeholders. If this were the case, it would indicate that the pressure of significant stakeholders determines the required level of transparency of the reports. We find that the pressure of some groups of stakeholders (customers, clients, employees, and environment) improves the quality of transparency of the reports. We extend previous research by studying the effect of stakeholder group pressure on transparency when reporting sustainability. Our results show that transparency is affected by ownership, along with size and global region.
Journal Article
Choice of Cause in Cause-Related Marketing
Spurred by the consumer demand for companies to be socially responsible, cause-related marketing (CM), in which fund raising for a cause is tied to purchase of a firm's products, has become popular in recent years. The authors demonstrate the conditions in which CM campaigns that allow consumers to choose the cause that receives the donation lead to greater consumer support than those in which the company determines the cause. They show that choice in this context is helpful as long as it increases consumers' perception of personal role in helping the cause. Specifically, allowing consumers to select the cause in a CM campaign is more likely to enhance perceived personal role and, thus, purchase intentions (1) for those consumers who are high (vs. low) in collectivism and (2) when the company and causes have low (vs. high) perceptual fit. Finally, the authors show that under certain conditions, choice may have a negative impact on perceived personal role and consumer support of CM campaigns.
Journal Article
Consumer Responses to Corporate Social Responsibility (CSR) in China
This research explores how consumers respond to Corporate Social Responsibility (CSR) in China with a multiproduct, comparative survey. Empirical results conclude that (1) Chinese consumers, who show a high level of awareness and trust of CSR, are more likely to transform a good CSR record into positive corporate evaluation, product association, and purchase intention; (2) Consumer responses to CSR vary across different product categories. Those firms selling experience products (vs. search and credence products) are more likely to gain consumers' positive product associations and purchase support through CSR practices; and (3) The relationships between consumer demographics and their CSR responses are not linear, and those consumers with a middle level of age and income would respond to CSR more positively. Managerial implications are provided.
Journal Article
Consumers' Perceptions of Corporate Social Responsibility: Scale Development and Validation
Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. 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. Academics and managers lack a tool for measuring consumers' perceptions of CSR (CPCSR). This research explores CPCSR and develops a measurement model. Based on qualitative data from interviews with managers and consumers, the authors develop a conceptualization of CPCSR. Subsequently, model testing and validating occurs on three large quantitative data sets. The conceptualization and the measurement scale can assist companies to assess CPCSR relative to their performance. They also enable managers in identifying shortcomings in CSR engagement and/or communication. Finally, the paper discusses implications for marketing practice and future research.
Journal Article
Reinventing Marketing to Manage the Environmental Imperative
Marketers in the past have based their strategies on the assumption of infinite resources and zero environmental impact. With the growing recognition of finite resources and high environmental costs, marketers need to reexamine their theory and practices. They need to revise their policies on product development, pricing, distribution, and branding. The recent financial meltdown has added another layer of concern as consumers adjust their lifestyles to a lower level of income and spending. Companies must balance more carefully their growth goals with the need to pursue sustainability. Increased attention will be paid to employing demarketing and social marketing thinking to meet the new challenges.
Journal Article