The Impact of Corporate Social Responsibility on Consumer Behaviour: Does Csr Affect Consumer Decision Making and Buying Behaviour Within the Uk Supermarket Industry

Topics: Ethics, Business ethics, Corporate social responsibility Pages: 43 (12154 words) Published: April 15, 2011
ABSTRACT

Purpose: The purpose of implementing corporate social responsibility (CSR) has been a long debated topic. However there is a lack of literature within the supermarket industry. The aim of this project is to use previous research within the supermarket industry in investigating how aware and concerned consumers are of CSR practices, and how CSR activities affect consumer behaviour and their ethical decision making.

Method: This study used a quantitative research approach with a semi-structured questionnaire via convenience sampling method.

Results: The results showed that participants believed themselves to be ethical consumers. However in testing their knowledge of supermarkets CSR activities and ethical definitions, participants scored lowly. In addition minimum action towards ethical behaviour was illustrated.

Conclusion: The more knowledgeable the consumer is of the CSR practices the higher awareness they have of ethical processes. This enables consumers to generally make informed ethical decisions and take part in ethical actions. Participants portrayed a good level of standard ethical behavior. This research discovered factors that can inhibit this process.

CONTENTS

CHAPTER 1..........................................................................................| 7 | INTRODUCTION..................................................................................| 7 | 1.1 Background information about CSR..................................................................| 7| 1.2 Aims and Objectives...........................................................................................| 8| 1.2 Chapter Summary...............................................................................................| 9| CHAPTER 2...........................................................................................| 10| LITERATURE REVIEW.......................................................................| 10| 2.1 Definitions of Corporate Social Responsibility..................................................| 11| 2.2 Supermarkets and CSR.......................................................................................| 12| 2.3 Consumer Awareness....................................................................................| 13| 2.4 Consumer Buying Behaviour..............................................................................| 14| 2.4.1 Ethical Consumerism...............................................................| 14| 2.4.2 Rest’s Ethical Decision-Making model...........................................| 15| 2.4.3 Limitations of Rest’s Ethical Decision- Making model..................| 16| 2.4.4 Theory of Reasoned Action............................................................| 16| 2.4.5 Limitations of the Theory of Reasoned Action...............................| 17| 2.4.6 Theory of Planned Behaviour.........................................................| 17| 2.5 Factors Affecting Ethical Purchasing Behaviour...............................................| 18| 2.6 Summary.............................................................................................................| 19| CHAPTER 3...........................................................................................................| 20| METHODOLOGY................................................................................................| 20| 3.1 Introduction........................................................................................................| 20| 3.2 Research Approach.................................................................................| 20| 3.2.1 Qualitative and Quantitative Data..................................................| 20|...
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