Alan Pomering|Sara Dolni?ar
Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives?
University of Wollongong|University of Wollongong
reflection values ethics firms corporate social responsibility csr received large amount research attention last decade growing area research csrconsumer relationship results experimental studies indicate consumer attitudes purchase intentions influenced csr initiatives consumers aware order create awareness business increasingly turning prosocial marketing communications campaigns met scepticism effectiveness therefore uncertain consequently researchers field example maignan 2001 mohr et al 2001 called empirical studies determine level actual consumer awareness csr initiatives study examines australian banking sector engages promotes csr activities help fill gap results qualitative study bank managers quantitative study consumers indicate low consumer csr awareness levels consumer understanding many social issues banks engage also low csr effective eliciting favourable consumer attitudes behaviour theory csr proven general effectiveness marketplace low consumer awareness various social issues firms engage csr programs suggests firms may need educate consumers may better contextualise csr initiatives communicated however better context may amount little claimed csr initiatives perceived inconsistent facets business reflect values ethics