Abstract
The deployment of environmental friendly business practices is strongly related to the principles of the sustainable development. The customers are an important stakeholder group that appears to be sensitive to the corporate social responsibility (CSR) actions of a company. The environmental dimension is increasingly being included as a pillar of a company’s CSR plan. The aim of this study is to examine the determinants that affect consumers’ awareness of the environmental dimension of a company’s CSR plan, called hereafter corporate environmental responsible (CER) activities. Results suggest that consumers’ awareness towards CER practices is differentiated regarding their demographic profile. Highly educated and middle aged consumers are more sensitive to corporate environmental responsible practices. The income of a consumer is not a statistically significant factor though regarding their awareness of environmentally responsible firms.
Highlights
The deployment of environmental friendly business practices is strongly related to the principles of sustainable development
14.9% of consumers declared having an income above €12503. 47.6% of the respondents reported that they were aware of socially responsible enterprises that operate in Greece and 35.1% could name a socially responsible company aiming at environmental friendly practices
This paper has focused on providing insights into which factors affect consumers’ awareness towards companies that adopt socially responsible activities aimed at environmental protection in Athens, Greece
Summary
The deployment of environmental friendly business practices is strongly related to the principles of sustainable development. One of the most important stakeholder groups of a firm, are sensitive to corporate social responsibility (CSR) actions (Mohr et al, 2001; Rahim et al, 2011; Grimmer & Bingham, 2013). An expansion of Carroll’s concept that captures the environmental dimension of a company’s social responsibility is the one developed by the European Commission (2001; 2011). Several empirical studies have been conducted to measure consumers’ awareness toward a company’s CSR actions and stressed the importance of communication strategies for consumer decions making process (Singh et al, 2008; Lee & Shin, 2010; Maignan, 2001; Mohr et al, 2001; Rahim et al, 2011; Gupta & Hodges, 2012)
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