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The CSR Communication Paradox from a Consumer Perspective - How are a Corporation's CSR Engagement and Communication Efforts Understood and Perceived by Consumers?

Martin, Vanessa LU and Jarbeck, Caroline LU (2015) BUSN39 20151
Department of Business Administration
Abstract
Corporations’ evident struggles and failures in the 21st century to communicate
their CSR efforts effectively to consumers, along with the scarce research available on the
topic of CSR communication, are two key factors that have captivated our interest and
awakened a desire to investigate the area of consumer perceptions and CSR communication.
The rising consumer skepticism and consumers’ lack of knowledge of corporations’ CSR
activities are evidence of ineffective CSR communication strategies, whose root causes
demand further examination. The present study therefore intends to explore the issue of CSR
communication from a consumer perspective, aiming to develop a deeper knowledge and
understanding of consumers’ perceptions of... (More)
Corporations’ evident struggles and failures in the 21st century to communicate
their CSR efforts effectively to consumers, along with the scarce research available on the
topic of CSR communication, are two key factors that have captivated our interest and
awakened a desire to investigate the area of consumer perceptions and CSR communication.
The rising consumer skepticism and consumers’ lack of knowledge of corporations’ CSR
activities are evidence of ineffective CSR communication strategies, whose root causes
demand further examination. The present study therefore intends to explore the issue of CSR
communication from a consumer perspective, aiming to develop a deeper knowledge and
understanding of consumers’ perceptions of corporations’ CSR engagement, in addition to
their own information needs and personal preferences in the matter of CSR communication.
The main purpose underlying the study is to generate new consumer insights on the topic of
CSR, and thereby make valuable contributions to the theoretical and managerial field. (Less)
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author
Martin, Vanessa LU and Jarbeck, Caroline LU
supervisor
organization
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Barista Fair Trade Coffee, consumer types, consumer perceptions, communication paradox, CSR communication, Corporate social responsibility
language
English
id
7456267
date added to LUP
2015-06-29 15:38:36
date last changed
2015-06-29 15:38:36
@misc{7456267,
  abstract     = {Corporations’ evident struggles and failures in the 21st century to communicate
their CSR efforts effectively to consumers, along with the scarce research available on the
topic of CSR communication, are two key factors that have captivated our interest and
awakened a desire to investigate the area of consumer perceptions and CSR communication.
The rising consumer skepticism and consumers’ lack of knowledge of corporations’ CSR
activities are evidence of ineffective CSR communication strategies, whose root causes
demand further examination. The present study therefore intends to explore the issue of CSR
communication from a consumer perspective, aiming to develop a deeper knowledge and
understanding of consumers’ perceptions of corporations’ CSR engagement, in addition to
their own information needs and personal preferences in the matter of CSR communication.
The main purpose underlying the study is to generate new consumer insights on the topic of
CSR, and thereby make valuable contributions to the theoretical and managerial field.},
  author       = {Martin, Vanessa and Jarbeck, Caroline},
  keyword      = {Barista Fair Trade Coffee,consumer types,consumer perceptions,communication paradox,CSR communication,Corporate social responsibility},
  language     = {eng},
  note         = {Student Paper},
  title        = {The CSR Communication Paradox from a Consumer Perspective - How are a Corporation's CSR Engagement and Communication Efforts Understood and Perceived by Consumers?},
  year         = {2015},
}