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CSR: retailer activities vs. consumer buying decisions

Elg, Ulf LU and Hultman, Jens LU (2016) In International Journal of Retail & Distribution Management 44(6). p.640-657
Abstract
Purpose
– The purpose of this paper is to investigate how a retailer’s corporate social responsibility (CSR) activities and image influence consumer perceptions regarding the firm’s social responsibility, and how CSR aspects influence consumers buying decisions in store for a specific product.

Design/methodology/approach
– A qualitative case study method is used, including interviews, document studies and observations. The CSR approach of a Swedish retailer is investigated at corporate level and in the store, and how this interacts with the views of consumers as they make decisions regarding the purchase of a disposable product.

Findings
– The authors propose the concept CSR identity to capture the internal... (More)
Purpose
– The purpose of this paper is to investigate how a retailer’s corporate social responsibility (CSR) activities and image influence consumer perceptions regarding the firm’s social responsibility, and how CSR aspects influence consumers buying decisions in store for a specific product.

Design/methodology/approach
– A qualitative case study method is used, including interviews, document studies and observations. The CSR approach of a Swedish retailer is investigated at corporate level and in the store, and how this interacts with the views of consumers as they make decisions regarding the purchase of a disposable product.

Findings
– The authors propose the concept CSR identity to capture the internal efforts and positioning that a retailer attempts to achieve. Store activities and external independent stakeholders will have a main influence on whether the identity is regarded as credible by consumers. Furthermore, factors such as self-image and influences from the social network will influence whether a consumer will be committed to prioritize CSR aspects in the store.

Practical implications
– Gaps between the retailer and the consumer perspective on CSR, particularly relevant for disposable, low-involvement products are identified. It is critical for retailers to be aware of and address these gaps.

Originality/value
– The study captures corporate level, store level and consumer behaviour for a single retailer and is able to reflect upon how specific activities from the retailer interact with consumer attitudes and activities in the store. The authors connect various streams of research on CSR and retailing into one consistent framework. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Consumer behaviour, Communication, Retail, Non-durables, Store environment, Corporate social responsibilty
in
International Journal of Retail & Distribution Management
volume
44
issue
6
pages
640 - 657
publisher
Emerald Group Publishing Limited
external identifiers
  • Scopus:84980532778
ISSN
0959-0552
DOI
10.1108/IJRDM-10-2015-0155
language
English
LU publication?
yes
id
aad04a36-ec56-4b2c-9d2b-11c5bd4ebae4
date added to LUP
2016-08-14 14:02:29
date last changed
2016-08-17 10:51:56
@misc{aad04a36-ec56-4b2c-9d2b-11c5bd4ebae4,
  abstract     = {Purpose<br/>– The purpose of this paper is to investigate how a retailer’s corporate social responsibility (CSR) activities and image influence consumer perceptions regarding the firm’s social responsibility, and how CSR aspects influence consumers buying decisions in store for a specific product.<br/><br/>Design/methodology/approach<br/>– A qualitative case study method is used, including interviews, document studies and observations. The CSR approach of a Swedish retailer is investigated at corporate level and in the store, and how this interacts with the views of consumers as they make decisions regarding the purchase of a disposable product.<br/><br/>Findings<br/>– The authors propose the concept CSR identity to capture the internal efforts and positioning that a retailer attempts to achieve. Store activities and external independent stakeholders will have a main influence on whether the identity is regarded as credible by consumers. Furthermore, factors such as self-image and influences from the social network will influence whether a consumer will be committed to prioritize CSR aspects in the store.<br/><br/>Practical implications<br/>– Gaps between the retailer and the consumer perspective on CSR, particularly relevant for disposable, low-involvement products are identified. It is critical for retailers to be aware of and address these gaps.<br/><br/>Originality/value<br/>– The study captures corporate level, store level and consumer behaviour for a single retailer and is able to reflect upon how specific activities from the retailer interact with consumer attitudes and activities in the store. The authors connect various streams of research on CSR and retailing into one consistent framework.},
  author       = {Elg, Ulf and Hultman, Jens},
  issn         = {0959-0552},
  keyword      = {Consumer behaviour,Communication,Retail,Non-durables,Store environment,Corporate social responsibilty},
  language     = {eng},
  number       = {6},
  pages        = {640--657},
  publisher    = {ARRAY(0x50837e8)},
  series       = {International Journal of Retail & Distribution Management},
  title        = {CSR: retailer activities vs. consumer buying decisions},
  url          = {http://dx.doi.org/10.1108/IJRDM-10-2015-0155},
  volume       = {44},
  year         = {2016},
}