Why can CSR seem like putting lipstick on a pig? Evaluating CSR authenticity by comparing practitioner and consumer perspectives

Purpose: The purpose of this paper is to explain and better understand some of the challenges and even contradictions in relationships between CSR and stakeholder attitudes by comparing consumer and practitioner perspectives on social responsibility, its role in organisations and its influence on consumer attitudes towards companies. The objective is to understand and evaluate factors influencing the authenticity of social responsibility as a contributor to an organisation’s value proposition. Design/methodology/approach: Focus groups of consumers and practitioners (N = 39) were asked to explore CSR in a semi-structured discussion. Themes were analysed using a constant comparative method. Findings: These data suggest that rather than existing on a continuum of authenticity, there are clear paths emerging for CSR efforts to be deemed authentic versus inauthentic that can begin to better explain the often-contradictory findings with regard to consumer attitudes towards CSR and an organisation’s value proposition. Consumer efficacy to influence an organisation and localised CSR emerge as critical determinants for evaluations of CSR as authentic. Further, these data also suggest practitioners may not understand consumer motivations and attitudes about CSR. Originality/value: These data provide new insights into evaluations of CSR to explain when and why it can fail to meet its objectives. Ultimately, these data produce testable models for authentic (i.e. motivator) and inauthentic (hygiene) consumer judgements about CSR and draw implications for CSR leadership, learning and management.