|
|||||
|
|
The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products |
|
| Authors: | Sandro Castaldo Francesco Perrini Nicola Misani Antonio Tencati |
| Institution: | (1) Department of Management/CSR Unit, Institute of Marketing, Bocconi University, Via Sarfatti, 25-20136 Milan, Italy;(2) Department of Management/CSR Unit, Institute of Strategy, Bocconi University, Via Sarfatti, 25-20136 Milan, Italy;(3) Department of Management/CSR Unit, Institute of Technology and Innovation Management, Bocconi University, Via Sarfatti, 25-20136 Milan, Italy |
| Abstract: | This paper investigates the link between the consumer perception that a company is socially oriented and the consumer intention to buy products marketed by that company. We suggest that this link exists when at least two conditions prevail: (1) the products sold by that company comply with ethical and social requirements; (2) the company has an acknowledged commitment to protect consumer rights and interests. To test these hypotheses, we conducted a survey among the clients of retail chains offering Fair Trade products. The results show that socially oriented companies can successfully leverage their reputation to market products with high symbolic values. |
| Keywords: | consumer behavior Corporate Social Responsibility Fair Trade retail structural equation models trust |
| 本文献已被 SpringerLink 等数据库收录！ | |