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Are Customers Rewarding Responsible Businesses? An Overview of the Theory and Research in the Field of CSR

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  • Alexandra ZBUCHEA

    (College of Management, National University of Political Studies and Public Administration)

Abstract

Many researchers consider corporate social responsibility (CSR) a key element in developing sustainable businesses today. The benefits for companies and communities are very diverse. From a company perspective, some benefits are non-financials while, on the other hand, many of them have a financial dimension. An important outcome considered in this context is the increase in sales. The present paper analyses the most reliable worldwide studies on how consumers are actually influenced by the social-responsible actions of companies. It aims to understand in what degree people are responsive to CSR actions and to see how much of the intended attitude towards responsible businesses is translated into actual behavior. Items considered are trust, purchase behavior, and loyalty in the case of responsible businesses and boycott in the case of irresponsible ones. The research developed worldwide in the last five years show that people are extremely concerned with CSR and they try to be responsible by rewarding companies that are responsible or by sanctioning the ones which are perceived as irresponsible. There is a difference between intentions and actual behavior, partly justified by the fact that people feel they are not sufficiently informed on the responsible companies. Nevertheless a larger part part of the respondents are actively recognizing and rewarding CSR contributions of companies. Research shows that country differences exist. The most responsive countries are the ones with emerging economies. Countries in Europe and North America are more reserved. Differences in reactions are to be registered also by taking into account the age of the respondents, as well as the domain in which companies get involved through their CSR strategies.

Suggested Citation

  • Alexandra ZBUCHEA, 2013. "Are Customers Rewarding Responsible Businesses? An Overview of the Theory and Research in the Field of CSR," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 367-385, December.
    • Handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:367-385
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    References listed on IDEAS

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    1. Jean-Pascal Gond & Olivier Herrbach, 2006. "Social Reporting as an Organisational Learning Tool? A Theoretical Framework," Journal of Business Ethics, Springer, vol. 65(4), pages 359-371, June.
    2. Dima Jamali, 2008. "A Stakeholder Approach to Corporate Social Responsibility: A Fresh Perspective into Theory and Practice," Journal of Business Ethics, Springer, vol. 82(1), pages 213-231, September.
    3. Rémi BAZILLIER & Julien Vauday, 2009. "The Greenwashing Machine, Is CSR more than communication ?," LEO Working Papers / DR LEO 1617, Orleans Economics Laboratory / Laboratoire d'Economie d'Orleans (LEO), University of Orleans.
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    Cited by:

    1. Selin Türkel & Ebru Uzunoğlu & Melike Demirbağ Kaplan & Beril Akıncı Vural, 2016. "A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(4), pages 228-242, July.
    2. Anca Diana SERBAN, 2016. "CSR as Corporate Power. A Communication View Facebook Approach: An Exploratory Study," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 4(1), pages 31-61, March.
    3. Alexandra Zbuchea & Florina Pînzaru & Mihail Busu & Sergiu-Octavian Stan & Alina Bârgăoanu, 2019. "Sustainable Knowledge Management and Its Impact on the Performances of Biotechnology Organizations," Sustainability, MDPI, vol. 11(2), pages 1-20, January.
    4. Florina PINZARU & Alexandra ZBUCHEA, 2020. "Adapting Knowledge Management Strategies In The Context Of The Covid-19 Pandemic. A Preliminary Overview," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 307-318, November.
    5. Camelia Oprean-Stan & Sebastian Stan & Vasile Brătian, 2020. "Corporate Sustainability and Intangible Resources Binomial: New Proposal on Intangible Resources Recognition and Evaluation," Sustainability, MDPI, vol. 12(10), pages 1-23, May.
    6. Florence Ngúni Mumba & Dr Mike Goma & Prof. Mpundu Mubanga, 2022. "Evaluating factors that affect Corporate Social Responsibility participation in selected Small and Medium Enterprises in Zambia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(10), pages 566-576, October.
    7. Dąbrowska Anna & Jurowczyk Paweł & Ozimek Irena, 2022. "The Greening of Consumption: Challenges for Consumers and Businesses," Marketing of Scientific and Research Organizations, Sciendo, vol. 45(3), pages 44-56, October.
    8. Patrizia GAZZOLA & Massimo RATTI & Stefano AMELIO, 2017. "CSR and Sustainability Report for Nonprofit Organizations. An Italian Best Practice," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(3), pages 355-376, September.

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