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Author：Magdalena ?berseder, Bodo B. Schlegelmilch, Verena Gruber Nationality：Austria Originate from：Journal of Business Ethics ? Springer Science+Business Media B.V. 2011 10.1007/s10551-011-0925-7 原文2 “Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions“ 1.Introduction During the past decade, consumers have become progressively more interested in corporate social responsibility (CSR) (Carrigan and Attalla 2001; Maignan 2001). Several reasons for this have been advanced: On the supply side, firms are increasingly engaging in CSR activities and place more emphasis on communicating their CSR efforts while, on the demand side, consumer advocate groups are highlighting irresponsible corporate behavior and calling for boycotts (Snider et al. 2003). The increased attention placed on CSR also seems to affect consumers’ purchase intentions, as a number of surveys and experiments appear to show (e.g., Brown and Dacin 1997; Mohr and Webb 2005; Sen and Bhattacharya 2001). However, despite consumers’ interest in CSR and its ostensive impact on purchase intention, in reality, CSR still only plays a minor role in consumption decisions (Mohr et al. 2001). This challenges many findings based on experiments and survey research, which suggest that consumers do take a company’s CSR initiatives into account when making purchasing decisions. Possible explanations point to two shortcomings in this stream of research. First, the experimental setting of many studies induces artificial awareness for CSR. Thus, while such studies offer some useful insights, the effect of CSR on actual consumer behavior may not be fully captured. Second, most of these studies tend to suffer from a social desirability bias: When being asked, consumers declare their willingness and motivation to consider CSR, but when it comes to real consumption, only very few take account of CSR (Auger and Devinney 2007; Devinney et al. 2010). The discrepancy between rep