Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR

Sascha Kraus, Madeleine Cane and Domingo Ribeiro-Soriano

Economic Research-Ekonomska Istraživanja, 2022, vol. 35, issue 1, 584-601

Abstract: Corporate Social Responsibility (CSR) has emerged globally as an important field of study as corporations increasingly recognize the positive consequences of ethical behavior in their business operations. However, despite a growing body of literature, results and definitions remain somewhat contradictory and fractured. Taking a marketing business ethics perspective, this article examines the influence of CSR in firms and its impact on consumer buying behavior through a systematic examination of state of the art literature over the past two decades (2000–2020). Our review identifies a theoretical connection between CSR initiatives and positive consumer reaction yet a lack of material relevance. Most publications have assumed linear and rational decision-making, and comparative studies addressing contextual factors e.g. culture are lacking. Following from this, our paper addresses the results and implications of CSR activities concerning these elements and creates a new framework through which consumer behavior can be analyzed.

Date: 2022
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DOI: 10.1080/1331677X.2021.1970605

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