The consumer's perception of corporate social responsibility

This paper analyzes the consumer's perception of corporate social responsibility (CSR) and how it influences the purchase decision process or the rejection of products and services. The review of this documentary investigation tries to demonstrate, based on previous studies on the specific thematic, how the consumers give more and more importance to corporate social responsible behavior. It begins with generalities about CSR, and then it is tackled the relation between this approach and the consumer's perception through a revision of the opinions and studies of experts on the matter. In this sense, the CSR integrated to the enterprise management, offers not only advantages for the clients and other interest groups and stakeholders of the organizations (social investors, collaborators, directors, suppliers, government, organizations and community), but also for the companies themselves in a win-win relationship. Such reciprocity is perceived, internally and externally, in greater social coexistence, loyalty, reputation, sales, attraction of better employees and suppliers, values, ethics, confidence and credibility, among others.