Bridging Corporate Social Responsibility and Consumer behaviour: Insights from a Systematic Literature Review
Abstract
This article investigates the relationship between Corporate Social Responsibility (CSR) and customer behavior through an extensive literature review. CSR significantly influences consumer decision-making, trust, and purchasing behavior.Consumers evaluate CSR programs by assessing them against their own values, which encompass both primary and secondary aspects of CSR. The report highlights the importance of CSR communication, stating that transparency, relevance, and accuracy are essential for enhancing customer trust and company reputation. The study employed the PRISMA methodology for conducting systematic reviews and meta-analyses, and the MMAT for evaluating the papers' quality. Thirteen papers were selected from a total of 347 for the study. The conclusion emphasizes the complex relationship between consumer behavior and CSR, underlining the significance of authentic, transparent CSR initiatives in bridging the gap between positive consumer perceptions and actual purchasing actions.
References
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Anand, S., & Bärnighausen, T. (2004). Human resources and health outcomes: Cross-country econometric study. The Lancet, 364(9439), 1603-1609.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
Barone, Michael J., Anthony D. Miyazaki, and Kimberly A. Taylor (2000),“TheInfluence of Cause-Related Marketing on Consumer Choice: Does One GoodTurn Deserve Another?" Journal ofthe Academy ofMarketing Science, 28,248-262
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Carroll, A. B. (2020). Corporate social responsibility: Evolution of a definitional construct. Business & Society, 59(3), 392-418.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505.
Choi, J., & Gray, E. R. (2018). Corporate social responsibility and corporate social innovation: A theoretical framework. Journal of Business Ethics, 150(1), 65-81.
Chen, S., & Feng, S. (2018). The effect of China's state-owned enterprise reform on mobile internet penetration. China Economic Review, 50, 154-168.
Clarkson, M. B. E. (2020). A stakeholder framework for analyzing and evaluating corporate social performance. Academy of Management Review, 20(1), 92-117.
Chaudhuri, R., & Chopra, A. (2024). Understanding Smart Consumers—Shifting Paradigms in Marketing. Business Perspectives and Research, 12(1), 50-65.
Dahlsrud, A. (2018). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1-13.
Davis, K. (1960). Can business afford to ignore social responsibilities? California Management Review, 2(3), 70-76.
Davis, K., & Blomstrom, R. L. (1975). Business and society: Environment and responsibility. McGraw-Hill.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Gong, Y., Xiao, J., Tang, X., & Li, J. (2023). How sustainable marketing influences the customer engagement and sustainable purchase intention? The moderating role of corporate social responsibility. Frontiers in Psychology, 14, 1128686.
Kim, S. (2019). The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and its Relationship with Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception. Journal of Business Ethics, 154, 1143-1159.
Kim, M., Yin, X., & Lee, G. (2020). The effect of CSR on corporate image, customer citizenship behaviors, and customers’ long-term relationship orientation. International Journal of Hospitality Management, 88, 102520
Lii, Y., & Lee, M. (2012). Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105, 69-81.
Mitchell, R. K., Agle, B. R., & Wood, D. J. (2022). Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review, 22(4), 853-886.
Mohammed, R. Y. M. (2024). Sustainability leadership in Saudi non-profit organizations: A qualitative insight. Public Administration Research, 13(1), 13.
Nisa, S. A. F. (2023). The Influence of Consumers, Employees, Media and Shareholders' Engagement on the Quality of Sustainability Reporting. Journal of Emerging Trends in Marketing and Management, 1(1), 31-45.
Oberseder, M., Schlegelmilch, B., & Gruber, V. (2011). “Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Journal of Business Ethics, 104, 449-460.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T., Mulrow, C. D., Shamseer, L., Tetzlaff, J., Akl, E. A., Brennan, S., et al. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Page, M. J., Moher, D., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., et al. (2021). PRISMA 2020 explanation and elaboration: Updated guidance and exemplars for reporting systematic reviews. BMJ, 372, n160. https://doi.org/10.1136/bmj.n160
Pradhan, S. (2018). Role of CSR in the consumer decision-making process – The case of India. Social Responsibility Journal, 14, 138-158.
Porter, M. E. (2022). Competitive strategy: Techniques for analyzing industries and competitors. Simon and Schuster.
Rahman, F., & Norman, R. (2016). The effect of firm scale and CSR geographical scope of impact on consumers' response. Journal of Retailing and Consumer Services, 28, 189-198.
Sen, Sankar and C.B. Bhattacharya (2001),“Does Doing Good Always Lead to DoingBetter? Consumer Reactions to Corporate Social Responsibility,” Journal ofMarketing Research, 38 (2)225-243.
Şentürk, İ., & Kazançoğlu, I. (2023). Sustainability and pricing strategy: The role of CSR in premium pricing in the retail sector. Journal of Business Research, 133, 241-254.
Strine, L. E., Jr., & Klain, M. (2023). Stakeholder capitalism’s greatest challenge: Reshaping a public consensus to govern a global economy. University of Pennsylvania Institute for Law & Economics Research Paper, 23-24.
Whetten, D. A., Rands, G., & Godfrey, P. C. (2002). What are the responsibilities of business to society? Uncovering stakeholder views. Journal of Business Ethics, 39(1-2), 139-145.
Zhuang, M., Zhu, W., Huang, L., & Pan, W. T. (2022). Research of influence mechanism of corporate social responsibility for smart cities on consumers' purchasing intention. Library Hi Tech, 40(5), 1147-1158.
Anand, S., & Bärnighausen, T. (2004). Human resources and health outcomes: Cross-country econometric study. The Lancet, 364(9439), 1603-1609.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
Barone, Michael J., Anthony D. Miyazaki, and Kimberly A. Taylor (2000),“TheInfluence of Cause-Related Marketing on Consumer Choice: Does One GoodTurn Deserve Another?" Journal ofthe Academy ofMarketing Science, 28,248-262
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505.
Carroll, A. B. (2020). Corporate social responsibility: Evolution of a definitional construct. Business & Society, 59(3), 392-418.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505.
Choi, J., & Gray, E. R. (2018). Corporate social responsibility and corporate social innovation: A theoretical framework. Journal of Business Ethics, 150(1), 65-81.
Chen, S., & Feng, S. (2018). The effect of China's state-owned enterprise reform on mobile internet penetration. China Economic Review, 50, 154-168.
Clarkson, M. B. E. (2020). A stakeholder framework for analyzing and evaluating corporate social performance. Academy of Management Review, 20(1), 92-117.
Chaudhuri, R., & Chopra, A. (2024). Understanding Smart Consumers—Shifting Paradigms in Marketing. Business Perspectives and Research, 12(1), 50-65.
Dahlsrud, A. (2018). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1-13.
Davis, K. (1960). Can business afford to ignore social responsibilities? California Management Review, 2(3), 70-76.
Davis, K., & Blomstrom, R. L. (1975). Business and society: Environment and responsibility. McGraw-Hill.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Gong, Y., Xiao, J., Tang, X., & Li, J. (2023). How sustainable marketing influences the customer engagement and sustainable purchase intention? The moderating role of corporate social responsibility. Frontiers in Psychology, 14, 1128686.
Kim, S. (2019). The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and its Relationship with Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception. Journal of Business Ethics, 154, 1143-1159.
Kim, M., Yin, X., & Lee, G. (2020). The effect of CSR on corporate image, customer citizenship behaviors, and customers’ long-term relationship orientation. International Journal of Hospitality Management, 88, 102520
Lii, Y., & Lee, M. (2012). Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105, 69-81.
Mitchell, R. K., Agle, B. R., & Wood, D. J. (2022). Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review, 22(4), 853-886.
Mohammed, R. Y. M. (2024). Sustainability leadership in Saudi non-profit organizations: A qualitative insight. Public Administration Research, 13(1), 13.
Nisa, S. A. F. (2023). The Influence of Consumers, Employees, Media and Shareholders' Engagement on the Quality of Sustainability Reporting. Journal of Emerging Trends in Marketing and Management, 1(1), 31-45.
Oberseder, M., Schlegelmilch, B., & Gruber, V. (2011). “Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Journal of Business Ethics, 104, 449-460.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T., Mulrow, C. D., Shamseer, L., Tetzlaff, J., Akl, E. A., Brennan, S., et al. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Page, M. J., Moher, D., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., et al. (2021). PRISMA 2020 explanation and elaboration: Updated guidance and exemplars for reporting systematic reviews. BMJ, 372, n160. https://doi.org/10.1136/bmj.n160
Pradhan, S. (2018). Role of CSR in the consumer decision-making process – The case of India. Social Responsibility Journal, 14, 138-158.
Porter, M. E. (2022). Competitive strategy: Techniques for analyzing industries and competitors. Simon and Schuster.
Rahman, F., & Norman, R. (2016). The effect of firm scale and CSR geographical scope of impact on consumers' response. Journal of Retailing and Consumer Services, 28, 189-198.
Sen, Sankar and C.B. Bhattacharya (2001),“Does Doing Good Always Lead to DoingBetter? Consumer Reactions to Corporate Social Responsibility,” Journal ofMarketing Research, 38 (2)225-243.
Şentürk, İ., & Kazançoğlu, I. (2023). Sustainability and pricing strategy: The role of CSR in premium pricing in the retail sector. Journal of Business Research, 133, 241-254.
Strine, L. E., Jr., & Klain, M. (2023). Stakeholder capitalism’s greatest challenge: Reshaping a public consensus to govern a global economy. University of Pennsylvania Institute for Law & Economics Research Paper, 23-24.
Whetten, D. A., Rands, G., & Godfrey, P. C. (2002). What are the responsibilities of business to society? Uncovering stakeholder views. Journal of Business Ethics, 39(1-2), 139-145.
Zhuang, M., Zhu, W., Huang, L., & Pan, W. T. (2022). Research of influence mechanism of corporate social responsibility for smart cities on consumers' purchasing intention. Library Hi Tech, 40(5), 1147-1158.
Published
2024-06-01
How to Cite
KAILAI, Zhang; BUSTAMI, Mohamad Reevany.
Bridging Corporate Social Responsibility and Consumer behaviour: Insights from a Systematic Literature Review.
International Journal of Business and Technology Management, [S.l.], v. 6, n. 2, p. 14-22, june 2024.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/26882>. Date accessed: 15 jan. 2025.
Section
English Section
