Consumers' Perceptions of Corporate Social Responsibility - Scale Development and Validation.

Magdalena Öberseder, Bodo B. Schlegelmilch, Patrick Murphy, Verena Gruber

Publication: Scientific journalJournal articlepeer-review

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Abstract

Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. Despite such corporate efforts and an expanding literature exploring consumers' response to CSR, it remains unclear how consumers perceive CSR and which "Gestalt" consumers have in mind when considering CSR. Academics and managers lack a tool for measuring consumers' perceptions of CSR (CPCSR). This research explores CPCSR and develops a measurement model. Based on qualitative data from interviews with managers and consumers, the authors develop a conceptualization of CPCSR. Subsequently, model testing and validating occurs on three large quantitative data sets. The conceptualization and the measurement scale can assist companies to assess CPCSR relative to their performance. They also enable managers in identifying shortcomings in CSR engagement and/or communication. Finally, the paper discusses implications for marketing practice and future research.
Original languageEnglish
Pages (from-to)101 - 115
JournalJournal of Business Ethics
Volume124
Issue number1
DOIs
Publication statusPublished - 2014

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