Journal of the Academy of Marketing Science

, Volume 39, Issue 1, pp 117–135 | Cite as

How can corporate social responsibility activities create value for stakeholders? A systematic review

  • John PelozaEmail author
  • Jingzhi Shang


Corporate social responsibility (CSR) activities have the potential to create stronger relationships between firms and stakeholders. Although marketing researchers have studied the impacts of CSR activities on stakeholder responses, the CSR activities and outcomes measured have been varied and inconsistent. In this article we (a) review the extant literature to outline which CSR activities and outcomes have been included in previous research; (b) synthesize the means by which CSR activities can add value for consumers and how these have been represented in CSR literature, and; (c) present a research agenda for future research to allow greater consistency among CSR researchers.


Corporate social responsibility Sustainability Systematic review Green marketing Consumption values Philanthropy Identification Customer value 


The financial support from the Social Sciences and Humanities Research Council of Canada is gratefully acknowledged.


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© Academy of Marketing Science 2010

Authors and Affiliations

  1. 1.Simon Fraser UniversityBurnabyCanada

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