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Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives?
As a reflection of the values and ethics of firms, corporate social responsibility (CSR) has received a large amount of research
attention over the last decade. A growing area of this research is the CSR–consumer relationship. Results of experimental
studies indicate that consumer attitudes and purchase intentions are influenced by CSR initiatives – if consumers are aware
of them. In order to create this awareness, business is increasingly turning to ‹pro-social’ marketing communications, but
such campaigns is met with scepticism and their effectiveness are therefore uncertain. Consequently, researchers in the field
(for example, Maignan, 2001; Mohr et al., 2001) have called for empirical studies to determine the level of actual consumer
awareness of CSR initiatives. This study examines the Australian banking sector, which engages in and promotes its CSR activities,
to help fill this gap. Results from our qualitative study with bank managers, and our quantitative study with consumers, indicate
low consumer CSR awareness levels. Consumer understanding of many of the social issues banks engage with is also low. While
CSR is effective in eliciting favourable consumer attitudes and behaviour in theory, CSR has not proven its general effectiveness
in the marketplace. The low consumer awareness of the various social issues in which firms engage with their CSR programs
suggests that firms may need to educate consumers, so they may better contextualise CSR initiatives communicated. However,
better context may amount to little if claimed CSR initiatives are perceived as inconsistent with other facets of the business
that reflect its values and ethics. 相似文献
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Guo Yan 《中国对外贸易(英文版)》2010,(14):62-62
Nowadays, China has more and more focused Corporate Social Responsibility （CSR）. From October 2009, more than 600 Chinese companies have released CSR reports. According to statistics from China WTO Tribune, in 2009 China issued a total of 631 CSR reports, 3.73 times more than that released in 2008. On June 5, 2010, at the Fifth International CSR Forum, the ＂2009 GoldenBee CSR China Honor Roll＂ was held in Beijing. The Forum also released the ＂2009 China CSR Practice Benchmark Report＂, 相似文献
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Emerging markets suffer from institutional voids, and in such resource deficient economies, corporate social responsibility is given scant attention. However, when firms from emerging markets globalize, international stakeholders become suspicious about firms’ products, services, and business practices. Grounded in the liability of emergingness and legitimacy theory and using a sample of 134 manufacturing firms from one emerging market, India, this study explores how firms’ international diversification intent and market-seeking motives influence emerging markets’ firms communication of socially responsible activities as an attempt to eliminate illegitimacy. Furthermore, the study reveals that business group affiliation enhances the influence of internationalization on firms’ communication of socially responsible activities. 相似文献
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中国电信业首份企业社会责任报告公布2007年1月9日,中国移动通信集团公司发布企业责任报告,这份我国电信业的首份企业责任报告书指出,要把企业、社会与环境和谐发展作为企业的经营目标。在这份报告里,中国移动提出以诚信负责的经济行为保证自身可持续发展;在追求自身卓越的同时,推进人类社会发展和生活质量提高;减小自身运作对资源消耗与环境的影响。报告显示,从2004年到2006年9月30日,中国移动累计投资约130亿元,为29773个行政村开通了电话,直接提高我国行政村通电话比例4.3个百分点。同时,中国移动在网络扩建中,适时采用景观型天线,尽量减少对环境的影响。 相似文献
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