Search results
1 – 4 of 4Guido Berens and Wybe T. Popma
We examine the role of communication in stimulating consumer attitudes and buying behavior regarding corporate social responsibility (CSR).
Abstract
Purpose
We examine the role of communication in stimulating consumer attitudes and buying behavior regarding corporate social responsibility (CSR).
Methodology
We review the literature on communicating CSR to consumers through (1) messages constructed and verified by the company (such as product claims and corporate advertising), (2) messages constructed by the company, but verified by a third party (such as disclosures), and (3) messages constructed and verified by a third party (such as independent consumer guides and publicity).
Findings
Communication messages constructed and verified by the company can be quite effective in persuading consumers, if they are communicated in a credible way. The latter can, for example, be done by including specific behaviors and/or outcomes in the message. Messages constructed by the firm, but verified by a third party tend to have a higher credibility, but risk containing either too little information or too much. Finally, messages constructed and verified by a third party can be seen as highly credible, but can sometimes be seen as merely PR. In addition, both messages focusing on deontological responsibility (the firm’s motives and behavior), and messages focusing on consequentialist responsibility (the outcomes of the firm’s behavior) seem important to consumers.
Practical implications
The results offer suggestions on how to communicate about CSR to consumers.
Originality/value of the chapter
The chapter provides the first comprehensive overview of the literature on communication about CSR to consumers.
Details
Keywords
Ralph Tench, William Sun and Brian Jones
This chapter is to introduce to the reader the background, purpose, core themes and structure of the volume. Brief summaries of all the following chapters in the book are provided.
Abstract
Purpose
This chapter is to introduce to the reader the background, purpose, core themes and structure of the volume. Brief summaries of all the following chapters in the book are provided.
Design/methodology/approach
Literature review and desk research.
Findings
This chapter suggests that CSR communication as a cross-section of communication studies and CSR research should be highlighted as an important subject of inquiry to bridge the communicative gap between businesses and their stakeholders as well as the public at large. An initial theoretical framework on CSR communication is presented.
Research implications
A general research direction is provided for CSR communication. It encourages more future scholarly studies in this emerging and fascinating field.
Social/practical implications
The overall purpose is to help grow knowledge and develop understanding of the ways in which businesses communicate CSR.
Originality/value
It is the first time in the field of CSR communication that a relatively comprehensive and systematic framework is presented. The chapters that follow in the book cover many contents of the framework.
Details