How CSR Influences Buying Behaviour: Top 5 Research Findings
Taken from top-tier journals such as the Journal of Marketing and the Journal of Consumer Research, these research insights help marketers and sustainability managers asses and adapt their CSR-based marketing strategies.
Share these research findings with colleagues in marketing, sales, and strategy.Know When Green Is Bad Leila Hamzaoui Essoussi and Jonathan Linton (from the University of Ottawa) find consumers are willing to pay more for some green products but less for others. When consumers question the performance of an eco-product—in the case of re-treaded tires, for instance—companies have to prove that their eco-product performs as well as competing products. If the eco-product does not perform as well, companies should think twice about marketing it with their valuable brand name. Read more… Put Quality First, CSR Second Pat Auger (Melbourne Business School), Tim Devinney (University of Technology, Sydney) and colleagues show that consumers care about ethical features—as long as they don’t compromise quality or function. Assuming the shoes fit comfortably or the ink cartridge prints smoothly, three out of five people would spend more for the product that is ethically produced. Read more… Click here to continue reading "How CSR Influences Buying Behaviour." The Network for Business Sustainability (NBS) is a not-for-profit organization that connects CSR professionals with academic researchers worldwide. The Network’s rigorous resources and practical insights challenge conventional assumptions about management practice and research, with the goal of creating new, sustainable business models for the 21st century. NBS13120