Finding the CSR Sweet Spot: Establishing a Measurement for the Consumer Demand for CSR
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The concept of CSR is increasingly important in society, and firms are expected to be profitable while ethical. Deciding how to best engage in CSR activities can be difficult, but using a supply-and-demand framework can help firms to maximize their CSR activities. However, the demand for CSR has been proven difficult to measure, but can perhaps be established when dividing the demand into different components. The purpose of this study is therefore to investigate how consumer awareness, attitude, and buying behavior, in relation to CSR, affect each other; to establish a measurement for consumer demand for CSR. To find an answer, an explanatory and a deductive research approach was used and consumers were surveyed in a quantitative study to establish a measurement for the consumer demand for CSR. This study provides both managerial and theoretical implications to the field of CSR. The theoretical implication lies in contributing empirical evidence into the discussion of supply-and-demand for CSR. Practically, this study informs managers, in the fast fashion industry, that consumer attitude can be used as a measurement when establishing the consumer demand for CSR. It is suggested for future research that it would be interesting to use other control variables to further elaborate on the findings of this study.
Place, publisher, year, edition, pages
2016. , 83 p.
CSR, demand, consumers, awareness, attitude, buying behavior
IdentifiersURN: urn:nbn:se:hkr:diva-15757OAI: oai:DiVA.org:hkr-15757DiVA: diva2:954198
Subject / course
Degree of Bachelor of Science in Business and Economics
UppsokSocial and Behavioural Science, Law