Retailers’ social impact perspective–discrepancies between theory and practice

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In recent years, the issue of social impact and its associated measurement methodologies has attracted considerable scholarly attention. This paper makes a contribution to the ongoing debate surrounding the dissonance between the theoretical conceptualization of social impact and the practical understanding of it held by business managers and consumers. To elucidate the discrepancies between theory and practice, as well as among the knowledge, attitudes and behaviors of stakeholders targeted by social impact initiatives, a qualitative research approach was employed. This paper has two main objectives. The first is to elucidate the concept of social impact within the framework of Corporate Social Responsibility (CSR). The second is to examine the understanding of social impact as depicted in CSR reports of retailers and its reception by consumers, particularly in the context of social activities undertaken by retail chains. The findings highlight significant discrepancies in the perception of social impact. Among enterprises, social impact is often associated with engagement in various activities. However, the resulting outcomes of these endeavors are frequently not quantified. Despite this absence of empirical data, managers often draw inferences regarding the presence of such impact. Conversely, consumers predominantly interpret social impact through changes in their purchasing behavior, prioritizing this aspect over heightened product knowledge, brand perception or corporate image enhancement.