Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and Validation

Magdalena Öberseder, Bodo Schlegelmilch, Patrick Murphy () and Verena Gruber

Journal of Business Ethics, 2014, vol. 124, issue 1, 115 pages

Abstract: Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. Despite such corporate efforts and an expanding literature exploring consumers’ response to CSR, it remains unclear how consumers perceive CSR and which “Gestalt” consumers have in mind when considering CSR. Academics and managers lack a tool for measuring consumers’ perceptions of CSR (CPCSR). This research explores CPCSR and develops a measurement model. Based on qualitative data from interviews with managers and consumers, the authors develop a conceptualization of CPCSR. Subsequently, model testing and validating occurs on three large quantitative data sets. The conceptualization and the measurement scale can assist companies to assess CPCSR relative to their performance. They also enable managers in identifying shortcomings in CSR engagement and/or communication. Finally, the paper discusses implications for marketing practice and future research. Copyright Springer Science+Business Media Dordrecht 2014

Keywords: Corporate social responsibility; Scale development; Consumer perceptions of CSR; Gestalt of CSR; CSR measurement tools; CSR policies; CSR programs (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (63)

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DOI: 10.1007/s10551-013-1787-y

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