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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)

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  • Asslaender, Michael S.
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    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)

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    Article provided by Rainer Hampp Verlag in its journal Zeitschrift fuer Wirtschafts- und Unternehmensethik.

    Volume (Year): 13 (2012)
    Issue (Month): 3 ()
    Pages: 255-277

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    Handle: RePEc:rai:ethics:doi_10.1688/1862-0043_zfwu_2012_03_asslaender
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    Order Information: Postal: Rainer Hampp Verlag, Journals, Vorderer Lech 35, 86150 Augsburg, Germany. A subscripton is required to access pdf files. Pay per article is available at
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