The importance of corporate social responsibility for the today’s consumer: opinions of consumers and experts

Abstract

This research examines the necessity of Corporate Social Responsibility for the today’s consumer. It analyses studies conducted in the field of CSR with a thorough literature review and compares them to the results gathered from in-depth interviews with experts of CSR field that follow the tendencies of the consumer’s needs and execute CSR strategy and campaigns, as well as the results from a focus groups with consumers. The research found that consumers are quite sceptical and cynical toward some of the CSR campaigns that they found not to be genuine but rather solely based on profit or covering up social irresponsibility on the behalf of the company. However, when the CSR is embedded at the core of the brand consumers find CSR very compelling and appreciate it greatly, that results in customer loyalty and willingness to share the story about company’s CSR efforts further.