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.
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页码：1 / 15
页数：14
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