The Importance of Values Motivation and Expectations for Consumers’ Responses to Corporate Social Responsibility

Abstract

In the last few decades corporate social responsibility (CSR) issues have echoed mostly in the management literature but have been on increase among the marketing scholars as well. Despite the numerous research studies found in the marketing literature that have focused mostly on specific dimensions of CSR, issues addressing the relationship between CSR and consumer expectations or perceptions are still relatively under-researched. Some authors even argue that only a small percentage of research studies on CSR focus on consumers. Consumer expectations are known as a driver motivating marketers to incorporate social considerations into their marketing practices and to communicate about those actions.