The Strategic Impact of CSR Consumer-Company Alignment

The impacts of businesses on both environment and societies urge consumers to reflect on the sustainability of the current business approaches, and push them toward a greater environmental and social responsibility. Therefore, in order to establish a long-lasting relationship with their consumers, companies have to interpret and manage such increasing consumer awareness and, consequently, align their business activities to it. Following this lead, we propose a methodology for assessing the fit among Corporate Social Responsibility (CSR) commitment, as disclosed by a company in its Sustainability Report, and consumer demands and perceptions about its social and environmental performance. (C) 2014 The Authors. Published by Elsevier Ltd.