THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN CONSUMER BEHAVIOUR: AN UNRESOLVED PARADOX

Business activity and consumption activities are recognised as impacting, often negatively, on the environment. The challenge of ‘satisfying the needs of the present generation without compromising the chance for future generations to satisfy theirs’ requires, however, contributions by all societal actors. A growing number of firms “overcomply” with environmental regulation for several reasons. Firms satisfy consumer demand and try to shape that demand. In doing so, they may create a taste for environment protection and sustainability. Corporate social responsibility has received considerable attention. The concept of ‘consumer social responsibility’ has received comparatively little attention probably because of the dominance of the notion of consumer sovereignty. If consumers’ perception of corporate social responsibility practices drives their purchase behaviour, firms are motivated to invest in socially responsible practices. However, there exists a wide gap between positive attitudes toward social responsibility and actual purchase behaviours. This paper tries to shed some light on what affects individuals’ perceptions about their responsibilities as citizens/consumers and their consumption behaviour.