Consumers' perception of corporate social responsability: the example of eco-design

• Autor(a) principal: Rioux, Bérénice
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15646
• topic: Corporate social responsibility; Fair trade; Ecologica; Responsabilidade social das empresas; Comportamento do consumidor; Marketing; Imagem de marca

Companies' involvement in Corporate Social Responsibility has become stronger through the past decades. This rising interest comes from the interest a business has to implement CSR policies, impacting different areas of its activities. Consumers should also be strongly involved in the process, to ensure the success of such a policy. To understand consumers' perceptions towards CSR, this paper covers CSR as a whole and a specific application example of it: eco-designed products. After an extensive literature review and an exploratory investigation made through indirect observations, we argue first, that CSR is a really well-known concept while eco-design remains less unfamiliar to most consumers and second, that CSR and eco-design help build consumers' trust and thus a good brand image, even though this does not always translate into purchase intention. Based on the literature review and survey, we explored the correlation between consumers' behaviors towards CSR and towards eco-design, by describing their perceptions when it comes to each of these concepts.