Hi, Giorgos:

Most corporations believe that CSR is vital for them! and despite differences of opinion about the efficacy of corporate social responsibility, there is a general consensus among academics, policy makers, and practitioners that corporations operate with a social sanction that requires that they operate within the norms and mores of the societies in which they exist! Please take a look at the following two research studies---that you may find useful:

In this study Devinney (2009) argued that the notion of a socially responsible corporation is potentially an oxymoron because of the naturally conflicted nature of the corporation. This has profound implications for our understanding of corporate social responsibility, what we view as the relevant issues relating to it, and how we investigate its role and impact!

In this study (Nadeem, 2012) from a sustainability point of you--- i argued that how achieving consistency in corporate identity and reputation strengthens Corporate Social Responsibility (CSR)!

• Devinney, T. M. (2009). Is the Socially Responsible Corporation a Myth? The Good, the Bad, and the Ugly of Corporate Social Responsibility. Academy Of Management Perspectives, 23(2), 44-56.
• Nadeem, M. (2013). Emerging Markets: Maximize Shareholder Value or Corporate Sustainability?, International Journal of Humanities and Social Science, 3, (5), 91-107.

Hope this helps! 

Nadeem

About your question...you could review:

Hye-Jin P. and Nelson, M. R. (2009). To Buy or Not to Buy: Determinants of Socially Responsible Consumer Behavior and Consumer Reactions to Cause-Related and Boycotting Ads. Journal of Current Issues & Research in Advertising, 31 (2), 75-90.

and also my article:

Arredondo-Trapero, F. G., Maldonado-De Lozada, V. & de la Garza-García, J. (2011). El consumidor ante la responsabilidad social corporativa. Cuadernos de administración. Pontificia Universidad Javeriana. Vol. 24 Núm. 43 julio-diciembre. ISSN 0120-3592

This article analyzes consumer attitudes in the face of lack of corporate social responsibility by gender and age. The theoretical framework established the link between the consumer and corporate social responsibility. In the empirical study, contingency tables are used to test whether the level of demands exerted by consumers is influences by gender and age. Statistical evidence identifies different attitudes in the face of a lack of CSR in companies and the results indicate that the adult woman plays a more decisive part against companies that are not socially responsible.

Regards,

Florina

There is a detailed discussion of CSR, consumption and consumers in a new book Sustainble Business: Key issues

http://www.routledge.com/books/details/9780415739528/

Hi!

You may approach it from normative ethics perspective especially justice (distributive/ procedurial /equity) perspective with help of Attribution theory.

Hi Gorgios,

You could review:

Newman et al. (2014), When going green backfires: How firm intentions shape the evaluaton of socially beneficial product enhancements, Journal of Consumer Research.

Wagner T., Lutz R.J. et Weitz B.A. (2009), « Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions », Journal of Marketing, 73,6, 77-91.

Regards,

William

There are times when organizations are forced to act in contradictory ways because of market concerns. This is easily noted by consumers because of improving market awareness as a result of alternatives and continuous inflow of new entrants into many sectors. An example is when an organization refuses to reduce price because its products are presented to the markets as having quality that is far better than that of competitors, whereas the consumers have noted that competing brands also have similar functionality at cheaper pricing.

The most rational consumers will switch loyalty. I discovered that customers do not waste time again with brands that refuse to act on market feedbacks. One example is the case of a WPP manufacturing company: https://www.researchgate.net/publication/271521917

Hi Giorgos, additionally to the papers from the colleagues you received, I assume it is the consistency of communication and behavior and thus a matter of authentisim and credibility. There is some research how credible messages are and how perceptions are related. Best, Doreén

Dear Giorgos and colleagues. I would suggest to look into the SERVQUAL gap analysis as one of the fundamental discussion to understand the issues that would affect the customer satisfaction and what would leads to dissatisfaction; particularly in this case is the link of Gap4 and Gap5.

One of the many articles can be reffered is:

itsm.ucdavis.edu/sites/default/files/files/page/servqual%20case%20study.pdf

Good topic! You can find some answers to your question in the paper of:

Kotler, P. (2011) Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(July): 132–135.

Best readings, Farley S. Nobre