How Corporate Social Responsibility (CSR) affects consumer behaviour - The case of Mercedes Benz - Literature review Example

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These studies mostly indicate the importance of CSR in terms of consumer behaviour and how it can influence their patronage of specific brands. In the market economy, business…
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How Corporate Social Responsibility (CSR) affects consumer behaviour - The case of Mercedes Benz
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Download file to see previous pages The study by Fahlquist (2008) points out that those in industrialized countries are sufficiently knowledgeable about roles in related issues. These citizens chose to function in ways which contribute to issues or their corresponding solutions. In effect, individuals have now become more morally responsible in managing their environmental issues (Fahlquist, 2008). Since such obligation mostly relates to citizenship, it has assisted in accomplishing obligations supporting elements of citizenship. Consumer citizens often functions beyond their interests as consumers and are responsible for the long-term issues beyond themselves (Varney, 2002). The highlight of consumer responsibility is for citizens considering the impact of their purchasing choices, for themselves, but also the outside world. As corporations have been prompted to apply practices relating to CSR, consumers are also responsible for applying purchase votes to ensure favourable social results (Dickinson and Carsky, 2005). Consumers have specific stages of responsibility which they also express in terms of preferences in relation to socially favourable features or more extensive CSR qualities, thereby including new products and supporting new socially effective factors for production and consumption (Vogel, 2005).
Corporate actions which assess company and their social and environmental actions which exceed legal and regulatory standards are usually based on a business case where consumer views and demands impact on corporate social responsibility and sustainability resources (Barnett, 2007). Still, findings from different studies are not consistent (Margolis, et.al., 2008). Moreover, reviews of such research relating to consumer impact imply how CSR influences consumer behaviour (Bhattacharya and Sen, 2004). Although CSR has significant implications on marketing functions including advertising and branding, not much is known about the impact on consumer ...Download file to see next pagesRead More
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