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Shopping for Virtues. Corporate und Consumers’ Social Responsibility im Konzept geteilter sozialer Verantwortung (Shopping for Virtues: Corporate and Consumers’ Social Responsibility in a conception of shared social responsibility)


  • Asslaender, Michael S.


Konzepte wie Corporate Social Responsibility (CSR) oder Corporate Citizenship (CC) haben das gesellschaftliche Verstaendnis unternehmerischer Verantwortung grundlegend veraendert. Jedoch stellt sich aus verantwortungstheoretischer Perspektive die Frage, wem gegenueber Unternehmen fuer ihre Geschaeftspolitik verantwortlich sind. Die These des vorliegenden Beitrages ist, dass Konsumenten die wichtigste Verantwortungsinstanz unternehmerischer CSR-Bemuehungen darstellen. Allerdings gilt es zu fragen, inwieweit der Buerger als „muendiger Konsument“ tatsaechlich in der Lage ist, seiner Rolle als Verantwortungsinstanz gerecht zu werden. Offensichtlich erweist sich hier das Leitbild des „Consumer Citizen“ als weit weniger tragfaehig als seine Proponenten behaupten. Jedoch ergeben sich aus dem Leitbild des Konsumentenbuergers auch Chancen fuer eine neue Aufgabenteilung sozialer Verantwortung zwischen Produzenten und Konsumenten. (Concepts like Corporate Social Responsibility (CSR) and Corporate Citizenship (CC) have significantly changed the understanding of corporate responsibilities in the broader public. Nevertheless, at least theoretically the question remains to whom corporations are responsible for their corporate policy. This article claims that it is the consumer as the most important instance of responsibility to whom corporations are obliged in the first place. However, the question remains whether the citizen as “enlightened consumer” indeed will be able to take on the role as an instance of responsibility. Obviously the picture of the “consumer citizen” seems to be less useful as its proponents suppose. Nevertheless, the picture of the consumer citizen also opens new opportunities for a new idea of shared responsibilities between corporations and consumers)

Suggested Citation

  • Asslaender, Michael S., 2012. "Shopping for Virtues. Corporate und Consumers’ Social Responsibility im Konzept geteilter sozialer Verantwortung (Shopping for Virtues: Corporate and Consumers’ Social Responsibility in a conception o," Zeitschrift für Wirtschafts- und Unternehmensethik - Journal for Business, Economics & Ethics, Rainer Hampp Verlag, vol. 13(3), pages 255-277.
  • Handle: RePEc:rai:ethics:doi_10.1688/1862-0043_zfwu_2012_03_asslaender

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    References listed on IDEAS

    1. Fehr, Ernst & Falk, Armin, 2002. "Psychological foundations of incentives," European Economic Review, Elsevier, vol. 46(4-5), pages 687-724, May.
    2. Bruno S. Frey, 2002. "Liliput oder Leviathan? Der Staat in der globalisierten Wirtschaft," Perspektiven der Wirtschaftspolitik, Verein für Socialpolitik, vol. 3(4), pages 363-375, November.
    3. Ronnie Schöb und Joachim Weimann & Joachim Weimann, 2003. "Kombilohn: Die Magdeburger Alternative," Perspektiven der Wirtschaftspolitik, Verein für Socialpolitik, vol. 4(1), pages 1-17, February.
    4. Hans-Werner Sinn & Christian Holzner & Wolfgang Meister & Wolfgang Ochel & Martin Werding, 2002. "Aktivierende Sozialhilfe - Ein Weg zu mehr Beschäftigung und Wachstum," ifo Schnelldienst, ifo Institute - Leibniz Institute for Economic Research at the University of Munich, vol. 55(09), pages 03-52, May.
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    Cited by:

    1. Timothy Rice; Cyril Peter, 2015. "Banking on Corporate Social Responsibility," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 2(2), pages 255-272, October.

    More about this item


    Consumer Citizenship; Consumer Social Responsibility; Corporate Social Responsibility;

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • I30 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General
    • Z10 - Other Special Topics - - Cultural Economics - - - General


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