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

被引：0

作者：

Sandro Castaldo

Francesco Perrini

Nicola Misani

Antonio Tencati

机构：

[1] Institute of Marketing,Department of Management/CSR Unit

[2] Bocconi University,Department of Management/CSR Unit

[3] Institute of Strategy,Department of Management/CSR Unit

[4] Bocconi University,undefined

[5] Institute of Technology and Innovation Management,undefined

[6] Bocconi University,undefined

来源：

Journal of Business Ethics | 2009年 / 84卷

关键词：

consumer behavior; Corporate Social Responsibility; Fair Trade; retail; structural equation models; trust;

D O I：

暂无

中图分类号：

学科分类号：

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.

引用

页码：1 / 15

页数：14

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