What is it about?
Many businesses are uncertain about the extent to which they should commit resources to citizenship-related activities to influence a positive response from consumers. Therefore, this paper seeks to address this gap by exploring consumers’ awareness of varying levels of corporate citizenship activities and assess their moral responses to such efforts.
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Why is it important?
This study adopts a descriptive approach to morality, thus helping to address the previous contradictions surrounding consumer responses to corporate citizenship strategies by identifying that morality is not an all or nothing phenomenon and that it varies between the recognition of a moral issue, the subsequent judgement of that issue and actual choice.
Perspectives
Previous literature surrounding consumer responses to citizenship , features many contradictions concerning their impact. I believe the underpinning reason for this is due to the largely normative approach taken. Hence, I wanted to approach the subject from a different perspective to help shed light on the moralizing discourse of consumers. What better context for a chocolate lover than to focus on the citizenship activities of our favourite chocolate brands!
Professor of Sustainability & Marketing Ethics Morven G. McEachern
University of Chester
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This page is a summary of: Corporate citizenship and its impact upon consumer moralisation, decision-making and choice, Journal of Marketing Management, November 2014, Taylor & Francis,
DOI: 10.1080/0267257x.2014.974658.
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