Abstract
The purpose of the proposed research is to identify the various ways that the sustainability related actions of an organization may impact consumers' perception of the firm. Fit may be defined as the congruence between the socially responsible initiatives of a firm and synergies in firm activities (Ellen, Webb and Mohr 2006). Consumers likely see the socially responsible initiatives firms engage in, however the way that the socially responsible actions are viewed will vary from firm to firm depending on fit. Organizations need to recognize that there is no universally perfect strategy for all firms, and each firm needs to adapt to what consumers believe is appropriate. While firms may engage in sustainable behaviors, they may not be as beneficial as intended, thus eliminating the potential advantages gained through appropriate CSR initiatives.
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© 2015 Academy of Marketing Science
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Gleim, M.R., Wolter, J.S. (2015). Does the Green Shoe Fit? Examining Consumer Perceptions of Fit and CSR Activities. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_43
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DOI: https://doi.org/10.1007/978-3-319-10873-5_43
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Online ISBN: 978-3-319-10873-5
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