Skip to main content
SpringerLink
Log in

Consumer perceptions and corporate social responsibility: what we know so far

  • Original Article
  • Published:
International Review on Public and Nonprofit Marketing Aims and scope Submit manuscript

Abstract

The paper aims to give an overview of research on consumer perceptions of corporate social responsibility (CSR) for the period between 2004 and 2017. Based on a systematic review of 111 articles and 2 conference proceedings, the study makes clear that consumer perceptions of CSR have emerged as a legitimate area of study of interest to a diverse range of disciplines. Surprisingly, only four articles were published in marketing-based journals. The most highly cited articles did not appear in what might normally be considered to be the top marketing journals according to the Academic Journal Guide 2015. The journals contributing the highest number of citations were Journal of Business Ethics, followed by Journal of Business Research, and California Management Review. The authors of the top 23 highly cited articles featured in this study are primarily affiliated with European universities. The study raises a concern over the impact of the published study. Specifically, 57 articles from 25 journals represent only 14% citations. The study also identifies a need for academic–practitioner collaboration in carrying out research. A future research agenda and implications are also offered.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5

Similar content being viewed by others

References

  • Abd-Rahim, R., Jalaludin, F., & Tajuddin, K. (2011). The importance of corporate social responsibility on consumer behaviour in Malaysia. Asian Academy of Management Journal, 16(1), 119–139.

    Google Scholar 

  • Agle, B. R., Mitchell, R. K., & Sonnenfeld, J. A. (1999). Who matters to CEOs? An investigation of stakeholder attributes and salience, corporate performance, and CEO values. The Academy of Management Journal, 42(5), 507–525.

    Google Scholar 

  • Andre, K. (2013). The ethics of care as a determinant for stakeholder inclusion and CSR perception in business education. Society and Business Review, 8(1), 32–44.

    Article  Google Scholar 

  • Andreu, L., Beckmann, S. C., Bigné, E., Chumpitaz, R., & Swaen, V. (2004). Corporate social responsibility in the eye of the beholder: The case of European business students. In: Proceedings of the 33rd European Marketing Academy Conference. Murcia: University of Murcia.

    Google Scholar 

  • Andreu, L., Beckmann, S. C., Bigné, E., Chumpitaz, R., & Swaen, V. (2005). An international comparison of CSR perceptions. In C. W. DeMoranville (Ed.), Proceedings of the 12th world marketing congress – Marketing in an interconnected world: Opportunities and challenges. Academy of Marketing Science: Münster.

    Google Scholar 

  • Arli, D., & Lasmono, H. (2010). Consumers' perception of corporate social responsibility in a developing country. International Journal of Consumer Studies, 34(1), 46–51.

    Article  Google Scholar 

  • Atan, R., & Abdul-Halim, N. (2012). The perception of Muslim consumers toward the corporate social responsibility. British Journal of Economics, Finance & Management Sciences, 4(2), 65–80.

  • Auger, P., Devinney, T., & Louviere, J. (2003). What will consumers pay for social product features? Journal of Business Ethics, 42(3), 281–304.

    Article  Google Scholar 

  • Baron, J. (1999). Consumer attitudes about personal and political action. Journal of Consumer Psychology, 8(3), 261–275.

    Article  Google Scholar 

  • Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research, 59(1), 46–53.

    Article  Google Scholar 

  • Beckmann, S. C. (2007). Consumers and corporate social responsibility: Matching the unmatchable? Australasian Marketing Journal, 15(1), 27–36.

    Article  Google Scholar 

  • Beckmann, S. C., Christensen, A. S., & Christensen, A. G. (2001). “Myths of nature” and environmentally responsible behaviours: An exploratory study. In: Proceedings of the 30th European Marketing Academy Conference. Bergen: Norwegian School of Management.

    Google Scholar 

  • Belk, R. W., Devinney, T., & Eckhardt, G. (2005). Consumer ethics across cultures. Consumption, Markets and Culture, 8(3), 275–289.

    Article  Google Scholar 

  • Bhattacharya, C., & Sen, S. (2004). Doing better at doing good: When, why and how consumers respond to corporate social initiatives. Management Review, 47(1), 9–24.

    Google Scholar 

  • Bhattacharya, C., Korschun, D., & Sen, S. (2009). Strengthening stakeholder–company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics, 85(2), 257–272.

    Article  Google Scholar 

  • Boulstridge, E., & Carrigan, M. (2000). Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap. Journal of Communication Management, 4(4), 355–368.

    Article  Google Scholar 

  • Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84.

    Article  Google Scholar 

  • Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer - do ethics matter in purchase behaviour? Journal of Consumer Marketing, 18(7), 560–578.

    Article  Google Scholar 

  • Carroll, A. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(2), 97–105.

    Google Scholar 

  • Carroll, A. (1991). The pyramid of corporate social responsibility: Toward the moral management of organisational stakeholders. Business Horizons, 34(4), 39–48.

    Article  Google Scholar 

  • Chamorro, A., Rubio, S., & Miranda, F. J. (2009). Characteristics of research on green marketing. Business Strategy and the Environment, 18(4), 223–239.

    Article  Google Scholar 

  • Cornwell, T. B., & Smith, R. K. (2001). The communications importance of consumer meaning in cause-linked events: Findings from a US events for benefiting breast cancer research. Journal of Marketing Communications, 7, 213–229.

    Article  Google Scholar 

  • Creyer, E., & Ross, W. (1997). Trade-offs between price and quality: How a value index affects. Journal of Consumer Affairs, 31(2), 280–302.

    Article  Google Scholar 

  • Dahl, F., & Persson, S. (2008). Communication of CSR: How Swedish consumers’ perceptions and behaviour are influenced by promoted CSR activities. University of Jonkoping.

  • Darrag, M., & E-Bassiouny, N. (2013). An introspect into the Islamic roots of CSR in the Middle East: The case of Savola Group in Egypt. Social Responsibility Journal, 9(3), 362–378.

    Article  Google Scholar 

  • Dawar, N., & Pillutla, M. (2000). Impact of product-harm crisis on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37, 215–226.

    Article  Google Scholar 

  • De Pelsmacker, P., Driesen, L., & Rayp, G. (2005). Do consumers care about ethics? Willingness to pay for fair-trade coffee. Journal of Consumer Affairs, 39(2), 363–385.

    Article  Google Scholar 

  • Duarte, P. O., Alves, H., & Raposo, M. (2010). Understanding university image: A structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21–36.

    Article  Google Scholar 

  • Dusuki, A., & Tengku, Y. (2008). The pyramid of corporate social responsibility model: Empirical evidence from Malaysian stakeholder perspectives. Malaysian Accounting Review, 7(2), 29–54.

    Google Scholar 

  • Ellen, P., Webb, D., & Mohr, L. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393–406.

    Article  Google Scholar 

  • Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147–157.

    Article  Google Scholar 

  • Elliott, K. A., & Freeman, R. B. (2001). White hats or don Quixotes? Human rights vigilantes in the global economy. In Working paper 8102. Cambridge, MA: National Bureau of Economic Research.

    Google Scholar 

  • Folkes, V. S., & Kamins, M. A. (1999). Effects of information about firms – Ethical and unethical actions on consumer attitudes. Journal of Consumer Psychology, 8(3), 243–259.

    Article  Google Scholar 

  • Friedman, M. (1970). The social responsibility of business is to increase its profits. The New York Times, (13 September 1970).

  • Green, T., & Peloza, J. (2011). How does corporate social responsibility create value for consumers? Journal of Consumer Marketing, 28(1), 48–56.

    Article  Google Scholar 

  • Handelman, J. M., & Arnold, S. J. (1999). The role of marketing actions with a social dimension: Appeals to the institutional environment. Journal of Marketing, 63, 33–48.

    Article  Google Scholar 

  • Holmes, S. L. (1976). Executive perceptions of corporate social responsibility. Business Horizons, 19(3), 34–40.

    Article  Google Scholar 

  • Hustad, T. P., & Pessemier, E. A. (1973). Will the real consumer activist please stand up: An examination of consumer’s opinions about marketing practices. Journal of Marketing Research, 10, 319–324.

    Article  Google Scholar 

  • Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(3), 203–217.

    Article  Google Scholar 

  • Kolkailah, K., Abou-Aish, E., & E-Bassiouny, N. (2012). The impact of corporate social responsibility initiatives on consumers' behavioural intentions in the Egyptian market. International Journal of Consumer Studies, 36(4), 369–384.

    Article  Google Scholar 

  • Kotler, P., & Lee, N. (2004). Best of breed. Stanford Social Innovation Review, 1(4), 14–23.

    Google Scholar 

  • Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing themost good for your company and your cause. Hoboken, NJ: John Wiley.

    Google Scholar 

  • Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3), 3–12.

    Article  Google Scholar 

  • Kumar, P., & Polonsky, M. J. (2017). An analysis of the green consumer domain within sustainability research: 1975 to 2014. Australasian Marketing Journal; AMJ, 25(2), 85–96.

    Article  Google Scholar 

  • Lafferty, B. A., & Goldsmith, R. E. (2005). Cause-brand alliances: Does the cause help the brand or does the brand help the cause. Journal of Business Research, 5, 423–429.

    Article  Google Scholar 

  • Lantos, G. (2002). The ethicality of altruistic corporate social responsibility. Journal of Consumer Marketing, 19(3), 205–232.

    Article  Google Scholar 

  • Lavidge, R. (1970). The growing responsibilities of marketing. Journal of Marketing, 34(1), 25–28.

    Article  Google Scholar 

  • Lazer, W. (1969). Marketing's changing social relationships. The Journal of Marketing, 33(1), 3–9.

    Article  Google Scholar 

  • Lewis, S. (2003). Reputation and corporate responsibility. Journal of Communication Management, 7(4), 356–366.

    Article  Google Scholar 

  • Lichtenstein, D., Drumwright, M., & Braig, B. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16–32.

    Article  Google Scholar 

  • Loussaïef, L., Cacho-Elizondo, S., Pettersen, I. B., & Tobiassen, A. E. (2014). Do CSR actions in retailing really matter for young consumers? A study in France and Norway. Journal of Retailing and Consumer Services, 21(1), 9–17.

    Article  Google Scholar 

  • Luukkanen, L., & Uusitalo, O. (2014). Young people's perceptions of the responsibilities of organizations promoting financial capability. International Journal of Consumer Studies, 38(2), 192–199.

    Article  Google Scholar 

  • Maignan, I. (2001). Consumers’ perception of corporate social responsibility: A cross cultural perception. Journal of Business Ethics, 30(1), 57–72.

    Article  Google Scholar 

  • Maignan, I., & Ferrell, O. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3–19.

    Article  Google Scholar 

  • Massaro, M., Dumay, J., & Guthrie, J. (2016). On the shoulders of giants: Undertaking a structured literature review in accounting. Accounting, Auditing & Accountability Journal, 29(5), 767–801.

    Article  Google Scholar 

  • Mohr, L., & Webb, D. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39, 121–147.

    Article  Google Scholar 

  • Mohr, L., Webb, D., & Harris, K. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behaviour. Journal of Consumer Affairs, 35(1), 45–72.

    Article  Google Scholar 

  • Murray, K. B., & Vogel, C. M. (1997). Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts. Journal of Business Research, 38(2), 141–159.

    Article  Google Scholar 

  • Nalband, N., & Al-Amri, M. (2013). Corporate social responsibility perception, practices and performance of listed companies of Kingdom of Saudi Arabia. Competitiveness Review: An International Business Journal, 23(3), 284–295.

    Article  Google Scholar 

  • Oppewal, H., Alexander, A., & Sullivan, P. (2006). Consumer perceptions of corporate social responsibility in town shopping centres and their influence on shopping evaluations. Journal of Retailing and Consumer Services, 13(4), 261–274.

    Article  Google Scholar 

  • Osterhus, T. L. (1997). Pro-social consumer influence strategies: When and how do they work? Journal of Marketing, 61(4), 16–29.

    Article  Google Scholar 

  • Parrish, B. (2007). Designing the sustainable enterprise. Futures, 39(1), 846–860.

    Article  Google Scholar 

  • Petticrew, M., & Roberts, H. (2008). Systematic reviews in the social sciences: A practical guide (Kindle ed.). Oxford: Wiley-Blackwell.

  • Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: Marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281–293.

    Article  Google Scholar 

  • Pitts, R. E., Wong, J. K., & Whalen, D. J. (1991). Consumers’ evaluative structures in two ethical situations: A means-end approach. Journal of Business Research, 22, 119–130.

    Article  Google Scholar 

  • Planken, B., Nickerson, C., & Sahu, S. (2013). CSR across the globe: Dutch and Indian consumers' responses to CSR. International Journal of Organizational Analysis, 21(3), 357–372.

    Article  Google Scholar 

  • Podnar, K., & Golob, U. (2007). CSR expectations: The focus of corporate marketing. Corporate Communications: An International Journal, 12(4), 326–340.

    Article  Google Scholar 

  • Pomering, A., & Dolnicar, S. (2008). Assessing the prerequisite of successful CSR implementation: Are consumers aware of CSR initiatives? Journal of Business Ethics, 85(2), 285–301.

    Google Scholar 

  • Poolthong, Y., & Mandhachitara, R. (2009). Customer expectations of CSR, perceived service quality and brand effect in Thai retail banking. The International Journal of Bank Marketing, 27(6), 408–427.

    Article  Google Scholar 

  • Ramos, A., Alves, H., & Leitão, J. (2016). Corporate social responsibility and cause-related marketing in school sports events: Assessing consumption decisions of external stakeholders. In D. Crowther & S. Seifi (Eds.), Corporate responsibility and stakeholding (developments in corporate governance and responsibility, volume 10) (pp. 179–197). Bingley, UK: Emerald Group Publishing Limited.

    Google Scholar 

  • Ricks Jr., J. M. (2005). An assessment of strategic corporate philanthropy on perceptions of brand equity variables. Journal of Consumer Marketing, 22(3), 121–134.

    Article  Google Scholar 

  • Roberts, J. A. (1995). Profiling levels of socially responsible consumer behavior: A cluster analytic approach and its implications for marketing. Journal of Marketing Theory and Practice, 3(4), 97–117.

    Article  Google Scholar 

  • Roberts, J. A. (1996). Will the real socially responsible consumer please step forward? Business Horizons, 39(1), 79–83.

    Article  Google Scholar 

  • Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use causerelated marketing. Journal of the Academy of Marketing Science, 20(1), 93–97.

    Article  Google Scholar 

  • Schmeltz, L. (2012). Consumer-oriented CSR communication: Focusing on ability or morality? Corporate Communications: An International Journal, 17(1), 29–49.

    Article  Google Scholar 

  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225–243.

    Article  Google Scholar 

  • Smirnove, Y. (2012). Perceptions of corporate social responsibility in Kazakhstan. Social Responsibility Journal, 8(3), 404–417.

    Article  Google Scholar 

  • Strahilevitz, M. A. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8(3), 215–241.

    Article  Google Scholar 

  • Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434–446.

    Article  Google Scholar 

  • Surroca, J., Tribo, J., & Waddock, S. (2010). Corporate responsibility and financial performance: The role of intangible resources. Strategic Management Journal, 31(5), 463–490.

    Article  Google Scholar 

  • Swaen, V., & Vanhamme, J. (2004). When “what you say” matters less than “where you say it”: Influence of corporate social responsibility arguments and source of information on consumers’ reactions and attitudes toward the company. In: Proceedings of the 33rd European Marketing Academy Conference. Murcia: University of Murcia.

    Google Scholar 

  • Tay, K. (2005). CSR and consumers. Accountant Today, 18(7), 24–27.

    Google Scholar 

  • Vaaland, T., Heide, M., & Gronhaug, K. (2008). Corporate social responsibility: Investigating theory and research in the marketing context. European Journal of Marketing, 42(9), 927–953.

    Article  Google Scholar 

  • Varadarajan, P., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. The Journal of Marketing, 52(3), 58–74.

    Article  Google Scholar 

  • Visser, W. (2005). Revisiting Carroll’s CSR pyramid. In E. Rahbek & M. Huniche (Eds.), Corporate citizenship in developing countries: New partnership perspectives. Copenhagen: Copenhagen Business School Press.

    Google Scholar 

  • Vlachos, P., Tsamakos, A., Vrechopoulos, A., & Avramidis, P. (2009). Corporate social responsibility: Attributions, loyalty and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170–180.

    Article  Google Scholar 

  • Wagner, T., Bicen, P., & Hall, Z. (2008). The dark side of retailing: Towards a scale of corporate social irresponsibility. International Journal of Retail & Distribution Management, 36(2), 124–142.

    Article  Google Scholar 

  • Wang, L., & Juslin, H. (2011). The effects of value on the perception of corporate social responsibility implementation: A study of Chinese youth. Corporate Social Responsibility and Environmental Management, 18(4), 246–262.

    Article  Google Scholar 

  • Wettstein, F. (2009). For better or for worse. Business Ethics Quarterly, 20(2), 275–283.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. College of Business Administration, Prince Sultan University, Rafha Street, PO Box – 66833, Riyadh, 11586, Saudi Arabia

    Mohammad Nurunnabi & Yazeed Alfakhri

  2. Independent Researcher, Riyadh, Saudi Arabia

    Demah H. Alfakhri

Authors
  1. Mohammad Nurunnabi
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Yazeed Alfakhri
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Demah H. Alfakhri
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Mohammad Nurunnabi.

Appendices

Appendix 1

Appendix 2

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Nurunnabi, M., Alfakhri, Y. & Alfakhri, D.H. Consumer perceptions and corporate social responsibility: what we know so far. Int Rev Public Nonprofit Mark 15, 161–187 (2018). https://doi.org/10.1007/s12208-018-0196-4

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12208-018-0196-4

Keywords

JEL classification

Search

Navigation