Consumer response to corporate social responsibility initiatives: an investigation of two necessary awareness states

摘要: Consumers increasingly expect companies to make a broader contribution society. The business benefits of doing so, however, are currently not evident. Prior studies conclude that consumers’ purchase decisions positively influenced by socially responsible initiatives. However, this insight appears be little practical relevance if the level awareness such initiatives among consumers is very low. McWilliams and Siegel (2001) emphasise CSR act as point differentiation, firm’s activities crucial. We empirically test level. In so we respond Maignan’s call for research determine extent which aware businesses engage in. also social issues firms with their programs, critical antecedent making sense firms' CSR-related claims. Disciplines Business | Social Behavioral Sciences Publication Details This conference paper originally published Dolnicar S & Pomering A, Consumer response corporate responsibility initiatives: an investigation two necessary states, M. Thyne, K. R.. Deans J. Gnoth (Eds.), Proceedings Australian New Zealand Marketing Academy Conference (pp. 2825-2831). 3-6 December 2007. Dunedin, Zealand: Academy. available at Research Online: http://ro.uow.edu.au/commpapers/422 An states Sara Dolnicar, Alan Pomering, University Wollongong, Australia