The influence of a company´s communicated CSR initiative on private consumer behavior

• Autor(a) principal: Müller, Isabella Iris
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/107212
• topic: Corporate social responsibility; Consumer behavior; Sustainability; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The aim of this research is to determine if and how a company’s CSR initiative influences private consumer behavior. Hereby it is also considered whether the consumers’ support of the issue exerts influence on private behavior and evaluations of the company behind the CSR initiative. An online experimentaimed at assessing differences in reported sustainable behavior among respondent groups, of which one was exposed to a CSR initiative by a company. Results ofthe experimentshow no significant changes in reported consumer behavior between respondent groupsanddo not point towardstangible benefits for consumers orsociety as a whole.