CSR across the globe: Dutch and Indian consumers' responses to CSR
International Journal of Organizational Analysis
ISSN: 1934-8835
Article publication date: 19 July 2013
Abstract
Purpose
The purpose of this paper is to investigate consumer responses to CSR in a developed and emerging economy (The Netherlands and India).
Design/methodology/approach
The paper uses a survey of 95 consumers in each country to investigate attitudes to CSR platforms and CSR initiatives and responses to CSR‐based marketing strategies (in terms of attitude to the company and purchasing intent).
Findings
The study found similar attitudes across nationalities to both CSR platforms and CSR initiatives, with greater importance assigned to CSR reflecting legal and ethical (rather than philanthropic) concerns. (Some) CSR‐based marketing strategies, reflecting an ethical (people/planet) concern, led to significantly more positive attitudes to the company and higher purchasing intent. The study found some cross‐cultural variation in the extent to which different CSR‐based marketing strategies influenced consumer outcomes.
Research limitations/implications
This is an exploratory study, limited to highly educated consumers. The study provides indications that stakeholder expectations in emerging and developed economies may be more similar than previously suggested. The philanthropic platform conventionally pursued in Indian business may not be the most effective way to engage (all segments of) Indian consumers. Findings suggest it is important that companies monitor stakeholders' CSR attitudes to ensure that CSR policy orientations meet stakeholder expectations.
Originality/value
This paper uses an innovative approach to investigate responses to CSR policy and communications. CSR research on emerging economies is underrepresented in the literature. The findings suggest areas of further enquiry with implications for global business.
Keywords
Citation
Planken, B., Nickerson, C. and Sahu, S. (2013), "CSR across the globe: Dutch and Indian consumers' responses to CSR", International Journal of Organizational Analysis, Vol. 21 No. 3, pp. 357-372. https://doi.org/10.1108/IJOA-Jan-2012-0551
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited