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SUMMER 2001 VOLUME 35, NUMBER 1 45
LOIS A. MOHR, DEBORAH J. WEBB,
AND KATHERINE E. HARRIS
Do Consumers Expect Companies to be Socially
Responsible? The Impact of Corporate Social
Responsibility on Buying Behavior
Companies are facing increasing pressureto both maintain profitabil-
ity and behave in socially responsible ways, yet researchers have pro-
vided little informationon how corporate social responsibility impacts
profitability.This paper reports the findings from in-depth interviews
of consumers to determine their views concerning the social responsi-
bilities of companies. A typology of consumers whose purchasing
behavior ranges from unresponsive to highly responsive to corporate
social responsibility was developed from the analysis.
According to a recent Gallup poll (1997),the public has less confidence
in big business than other institutions such as the military, the police,
public schools, and newspapers. The only institutions ranking lower in
consumer confidence were Congress and the criminaljustice system. Con-
currently, firms are under increasing pressure to give money to charities,
protect the environment, and help solve social problems in their commu-
nities-in other words, to behave in socially responsible ways. Although
academics and business leaders have engaged in a great deal of debate
about the social responsibilities of business, there has been little research
on what the general public expects. As a result, those who run corporations
lack a clear understanding of what the public wants from them and how far
they are expected to go toward helping their communities.
This paper presents the results of a research pr
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