Looking under the hood of CSR – What consumers really think
Martin OxleyBuzzBack Market Research, United Kingdom
Jeremy PaceNestlé Research Center, Switzerland
INTRODUCTION
Companies are investing in it, consumers demanding it, pundits applauding it.… but what does corporate social responsibility (CSR) really mean – to consumers as opposed to shareholders? Does it encompass fair pay to women? Reducing the carbon footprint? Purchasing inputs locally? Donating to charitable causes? Treating business partners fairly? How much do consumers really care? Even though corporate social responsibility has existed for decades within some corporations, the answers to these questions about CSR are...