Virtual Corporate Social Responsibility Co-creation and Consumer Engagement

Ling Lin () and Liya An ()
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Ling Lin: Fujian Jiangxia University
Liya An: Chengdu University of Information Technology

Chapter Chapter 13 in Sustainable Digital Marketing for Fashion and Luxury Brands, 2025, pp 293-335 from Springer

Abstract: Abstract This chapter explores the emergence of virtual corporate social responsibility (CSR) co-creation as a transformative approach to engage consumers, particularly through digital platforms. It highlights the transition from traditional one-way CSR communication to two-way interactive engagement that involves stakeholders in meaningful ways. By examining case studies such as Alipay’s Ant Forest initiative, the chapter illustrates how virtual CSR co-creation can effectively mobilise and sustain consumer engagement in environmental sustainability efforts. The chapter also discusses the theoretical underpinnings and practical applications of virtual CSR and provides insights into how companies can leverage technology to foster collaborative value creation and address critical global challenges.

Keywords: Corporate social responsibility; Virtual CSR co-creation; Consumer engagement; Millennials; Digital platforms; Sustainable development; Interactive communication; Collaborative value creation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82467-8_13

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DOI: 10.1007/978-3-031-82467-8_13

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