A Research on Consumer?s Awareness toward Corporate Social Responsibility Activities

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题名:	A Research on Consumer?s Awareness toward Corporate Social Responsibility Activities
作者:	Nurhayanto
贡献者:	Department of Business Administration
关键词:	consumer?s awareness;purchasing intention;evaluation of CSR activities and corporate image
日期:	2009
上传时间:	2009-11-17 11:18:40 (UTC+0)
出版者:	Asia University
摘要:	Today, the issue of CSR has gained a lot of interest. One of the reasons is the emergence of scandals by multinational corporations. However, the advocate of CSR was also followed by criticisms. Friedman (1970) stated that CSR was only a waste of stockholders? money. There are other studies that claimed the implementation of CSR would improve financial performances in the long term; for example, Mulligan (1986) criticized the Friedman doctrine. Consumer?s awareness is the obtained knowledge from market information and communication. If consumer?s awareness toward CSR program is high, then CSR activities being run in a company would be more likely to produce positive impact. The objective of this research in to analyze the impact of consumer?s awareness toward CSR on the evaluation of CSR activities run by a corporation; and in turn, the impact on corporate image. The result of the research is that consumer?s awareness toward CSR positively influenced the evaluation of CSR activities. This result suggests that consumers who are aware of CSR would be interested in buying products or services from companies that have engaged in CSR activities. It is one of the reasons why some companies have been implementing CSR activities. Furthermore, implementation of CSR will also establish a positive image of a company.
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