Consumers' perception of corporate social responsibility in a developing country
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Corporate social responsibility (CSR) increasingly receives attention from managers and researchers, especially in the area of consumer perception and response of CSR. However, most of this research was conducted in the context of developed countries. It shows that research on consumer perception towards CSR in developing countries needs to be developed. This paper will examine consumer perception in the developing country of Indonesia. This research produced mixed results, suggesting that CSR is still a concept waiting to be applied in the developing country. Consumers are often unaware and unsupportive towards CSR. This is the opposite finding of consumer perception in developed countries, where most consumers are willing to support CSR launched by corporations. Nevertheless, there is an interesting finding: When consumers have to buy similar products with the same price and quality, CSR could be the determining factor. They would buy from the firm that has a socially responsible reputation.
International Journal of Consumer Studies
© 2010 Blackwell Publishing Ltd. This is the pre-peer reviewed version of the following article: Consumers' perception of corporate social responsibility in a developing country, International Journal of Consumer Studies, Vol. 34(1), 2010, pp. 46-51, which has been published in final form at http://dx.doi.org/10.1111/j.1470-6431.2009.00824.x.
Consumer-Oriented Product or Service Development