Abstract

Corporate Social Responsibility (CSR) has emerged globally as an important field of study as corporations increasingly recognize the positive consequences of ethical behavior in their business operations. However, despite a growing body of literature, results and definitions remain somewhat contradictory and fractured. Taking a marketing business ethics perspective, this article examines the influence of CSR in firms and its impact on consumer buying behavior through a systematic examination of state of the art literature over the past two decades (2000–2020). Our review identifies a theoretical connection between CSR initiatives and positive consumer reaction yet a lack of material relevance. Most publications have assumed linear and rational decision-making, and comparative studies addressing contextual factors e.g. culture are lacking. Following from this, our paper addresses the results and implications of CSR activities concerning these elements and creates a new framework through which consumer behavior can be analyzed.

摘要

随着企业越来越认识到道德行为在其业务运营中的积极影响，企业社会责任 (CSR) 已在全球范围内成为一个重要的研究领域。然而，尽管文献越来越多，结果和定义仍然有些矛盾和支离破碎。本文从营销商业伦理的角度出发，通过对过去二十年（2000-2020 年）最新文献的系统研究，检验企业社会责任对企业的影响及其对消费者购买行为的影响。我们的审查确定了企业社会责任倡议与积极的消费者反应之间的理论联系，但缺乏实质性相关性。大多数出版物都假设了线性和理性的决策，并且缺乏针对文化等背景因素的比较研究。