Three Factors that Drive Consumption of Responsible Products

Three Factors that Drive Consumption of Responsible Products

Consumers value corporate social responsibility (CSR) and responsible products when they see information, moral alignment, and affordability.
Chelsea Hicks-Webster March 16, 2012
As few as 20 per cent of consumers base their purchasing decisions on a company’s corporate social responsibility (CSR). So when do consumers value CSR?

Magdalena Öberseder, Bodo Schlegelmilch and Verena Gruber (all from the Institute for International Marketing Management in Vienna) sought to better understand why so few consumers put their money where their mouth is.

The researchers conducted in-depth interviews with Western Europeans to understand their consumption preferences and the role of CSR in consumption decisions. They found that three factors motivate consumers to buy from socially responsible companies:
Future research could focus on confirming these findings using more quantitative methods. Research could also explore how to influence each of the three criteria above. 
Öberseder, Magdalena, Schlegelmilch, Bodo B., Gruber, Verena. 2011. “Why Don’t Consumers Care about CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Journal of Business Ethics 104 (4): 449-460.

Additional Resources

Thought Leaders

Make environmental issues as relevant and personal as access to medicine or freedom from discrimination.

Timothy Devinney
Topic Blog

Leverage the desire to present a positive image to others.

John Peloza
Research Insight

Two tools—life cycle analysis and input-output analysis—can help managers assess the environmental impact of products.

NBS