On the Effectiveness of CSR Communication: The Roles of Ethical Labels, Prior CSR Record, and Consumer Skepticism (An Abstract)

Valérie Swaen, Catherine Janssen and Shuili Du
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Valérie Swaen: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique
Catherine Janssen: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Companies increasingly communicate about their corporate social responsibility (CSR) activities. A key motivator for such communication efforts is that consumers demand to know more about companies' CSR activities. At the same time, consumers tend to be skeptical toward companies' CSR claims. Many consumers consider that companies engage in CSR communication mainly for image management—a practice referred to as greenwashing. In the broad context of consumer skepticism, finding ways to enhance the credibility of CSR communication is a question of critical importance.

Date: 2017-04-30
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Published in Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp.315-316, 2017, 978-3-319-47330-7. ⟨10.1007/978-3-319-47331-4_56⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03274967

DOI: 10.1007/978-3-319-47331-4_56

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