Authenticity of CSR : An Investigation from the Consumers' Perspective

Abstract: CSR has become a major part in corporations’ daily work, but the consumers’ perspective of CSR is a relatively new research phenomenon. Previous studies have shown that corporations’ CSR initiatives can affect consumers’ opinions, given that the consumers are aware of them. Thus, in general consumers have a low level of awareness of these initiatives. Many consumers do not perceive corporations’ initiatives as authentic and believes corporations engage in CSR matters only for their own benefit. Within this thesis we want to investigate what corporations should consider in order to achieve authenticity in their CSR engagement from the consumers’ perspective. Therefore we illustrate CSR from the consumers’ view, to further on be able to develop valuable guidance for corporations. This thesis was developed through a mixed method approach, which means combining quantitative and qualitative research within a single project. In our case the focus groups was used to investigate how consumers view and value CSR, and then our findings or analysis received from the focus groups were measured with the help of a questionnaire to strengthen our data. Overall, the impression we received from the consumers was that they have a positive opinion regarding CSR and think it is relevant for corporations to engage in these matters. Thus, how corporations work with it today is not accurate in the consumers’ mind, which often creates an inauthentic view of their CSR engagements. We have through our findings initiated five different elements that corporations need to consider in order to achieve authentic CSR from the consumers’ mind; (1) Know the consumer, (2) Communicate relevant information, (3) Clear Motives, (4) Encourage the consumer’s responsibility and (5) Consider the corporation’s reputation. These elements should be used as guidance for corporations to increase the authenticity of their initiatives from the consumers’ perspective in the Jönköping region.