Consumer Skepticism towards Corporate Social Responsibility

Anastasiia Korets

Bakalářská práce

Abstract:

Corporate Social Responsibility (CSR) has become an important concept in contemporary business ethics. The increasing importance of CSR is especially evident in the relationship between consumer attitudes towards the firm and the way it exercises its social responsibility. Since companies decide to engage in and communicate CSR predominantly to sustain their corporate images and ultimately with the intention of improving revenue and profits, it carries substantial risks of them appearing as hypocritical and profit-driven rather than value-driven. This often entails leads to public criticism and negative responses from consumers. This thesis will focus on the relationship between consumers and their intentions behind ethical consumption and corporations with their idea of responsibility to derive the reasons behind consumer skepticism of CSR and to articulate a set of important points, accounting for which would ensure a successful communication of CSR messages to consumers.

Keywords

Corporate Social Responsibility, consumer attitudes, business ethics, ethical consumption, skepticism

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2018

Obhajoba závěrečné práce

• Vedoucí: Daniel Rosenhaft Swain, Ph.D. MA

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management