This case is aboutÂ SOCIAL RESPONSIBILITY
PUBLICATION DATE: November 01, 2004
Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social InitiativesÂ Case Solution
Although firms are allocating considerable resources to corporate social responsibility (CSR) initiatives, insights into the best formulation, execution, and effectiveness estimate of CSR strategies are currently scarce. In contrast to the simple, monotonic relationships between CSR and consumer purchase behavior evident in marketplace surveys, this article proposes a more complex, contingent model of consumer responses to CSR.
Articulates both the internal outcomes (e.g., awareness, attitudes, connection) and outside outcomes (e.g., word of mouth, purchase, faithfulness) of CSR initiatives for not just the business, but also the consumer and the CSR issue/cause. Delineates the crucial variables that are likely to moderate the extent to which the inputs lead to the internal results lead and the internal outcomes to the ones that are outside. This framework can help guide businesses in formulating and implementing their CSR initiatives as well as measuring the effectiveness of these initiatives.