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Consumer Expectations on Corporate SocialResponsibility in Small and Medium-sized Enterprises: A marketing perspective on consumers in Sweden
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The expectations’ on companies to take responsibility for their business practices aregrowing. Still, limited research have been conducted on consumer expectation on corporatesocial responsibility (CSR) practices in small and medium-sized enterprises (SME). Thereforethe purpose of this study was to investigate how consumers’ expectations of CSR practices inSME’s differ concerning the five areas of CSR; environmental, social, ethical, human rightand labour rights, to provide suggestions on how SME’s could allocate their resources onCSR. This was investigated by a mixed method consisting of a survey and a focus group witha sample of students at Uppsala University. The findings of the study demonstrate that theconsumers have the highest expectations on labour rights responsibility, second highest onethical responsibility, followed by human rights responsibility, environmental responsibilityand finally the lowest expectations on social responsibility. The main theoretical implicationof the study is that the expectations on the social area of CSR differ much from previousresearch and the main managerial implication indicates that SME’s should allocate a majorityof their resources to ensuring labour rights.

Place, publisher, year, edition, pages
2014. , 51 p.
Keyword [en]
Consumer expectation, Corporate social responsibility (CSR), Small and medium sized-enterprises (SME)
National Category
Business Administration
URN: urn:nbn:se:uu:diva-228445OAI: diva2:734124
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Available from: 2014-08-04 Created: 2014-07-14 Last updated: 2014-08-04Bibliographically approved

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