The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products

被引:310
|
作者
Castaldo, Sandro [1 ]
Perrini, Francesco [2 ]
Misani, Nicola [2 ]
Tencati, Antonio [3 ]
机构
[1] Bocconi Univ, Inst Mkt, CSR Unit, Dept Management, I-20136 Milan, Italy
[2] Bocconi Univ, Inst Strategy, CSR Unit, Dept Management, I-20136 Milan, Italy
[3] Bocconi Univ, Inst Technol & Innovat Management, CSR Unit, Dept Management, I-20136 Milan, Italy
关键词
consumer behavior; Corporate Social Responsibility; Fair Trade; retail; structural equation models; trust; FINANCIAL PERFORMANCE; COMMITMENT; COMPANIES; MODELS;
D O I
10.1007/s10551-008-9669-4
中图分类号
F [经济];
学科分类号
02 ;
摘要
This paper investigates the link between the consumer perception that a company is socially oriented and the consumer intention to buy products marketed by that company. We suggest that this link exists when at least two conditions prevail: (1) the products sold by that company comply with ethical and social requirements; (2) the company has an acknowledged commitment to protect consumer rights and interests. To test these hypotheses, we conducted a survey among the clients of retail chains offering Fair Trade products. The results show that socially oriented companies can successfully leverage their reputation to market products with high symbolic values.
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页码:1 / 15
页数:15
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