THE CORPORATE SOCIAL RESPONSIBILITY- AN IMPORTANT ASPECT FOR CONSUMERS

Abstract

In the last period, expectations towards corporate social responsibility (CSR) have been increasing, with people demanding businesses to behave in a socially responsible manner.One of the biggest challenges for marketers nowadays is about satisfying the consumers’ complex needs and the direction tacked by marketing toward social responsibility strengthens the conviction that CSR is no longer a related domain but is a domain that will be part of the future branding. Starting at the word of the managing director of Echo Research, who states that “companies have a tremendous opportunity to partner with enthusiastic global citizens to affect change, but they must understand the motives, perceptions and appropriate types of engagement from market to market”, this article aims to present some theoretically aspects and some findings of the researches demonstrating the importance given by the consumers to the corporate social responsibility.

Keywords

• consumer expectations
• consumer behavior
• Corporate Social Responsibility
• responsible citizens
• engagement