La perception de la responsabilité sociale de l'entreprise (RSE) par les consommateurs seniors français

Sandrine Berger-Douce () and Imène Bnouni
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Sandrine Berger-Douce: IDP - Institut du Développement et de la Prospective - EA 1384 - UVHC - Université de Valenciennes et du Hainaut-Cambrésis - IAE - Institut d'Administration des Entreprises - UPHF - Université Polytechnique Hauts-de-France
Imène Bnouni: IDP - Institut du Développement et de la Prospective - EA 1384 - UVHC - Université de Valenciennes et du Hainaut-Cambrésis - IAE - Institut d'Administration des Entreprises - UPHF - Université Polytechnique Hauts-de-France

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Abstract: The aim of this paper is to understand the older consumers' perception of the CSR. The theoretical framework has been inspired by the model developed by Carroll (1979), that embodies the economic, ethical, legal and discretionary dimensions. A quantitative and exploratory methodology (sample of 85 French older consumers) lets us explore the impact of the CSR on the purchasing behaviour of that people, especially regarding the intent to buy, the perceived quality and the brand loyalty. The results of the statistical analyses show that only the legal, ethical and discretionary dimensions make sense to evaluate the CSR from the older consumers' point of view. Globally, these consumers are not well informed in terms of responsible practices of companies. A direct relationship has been pointed out between CSR and the global evaluation of the product, the intent to buy and the intent to recommend the company to other consumers. Only an indirect relationship has been identified between CSR and the brand loyalty. These results offer some interesting research perspectives in direction of relationship between CSR and brand loyalty.

Keywords: consumers; CSR; older people; consommateurs; perception; RSE; seniors (search for similar items in EconPapers)
Date: 2008-06-05
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Published in 3ème congrès du Réseau International de recherche sur les Organisations et le Développement Durable, Jun 2008, Lyon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00732822

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