An analysis on consumer perceptions of corporate social responsibility and sustainable consumption

Abstract

The aim of this paper is to analyze consumer perception of corporate social responsibility (CSR) and sustainable consumption by investigating the possible relationships between them. A theoretical overview of the importance of investigating the perceptions of CSR as a three-dimensional construct from a consumer perspective and the crucial theme of sustainable consumption are presented. At this point the results of a quantitative empirical research carried out on Italian consumers are presented. The starting point has been a structured questionnaire. Through this a descriptive analysis also using a two step cluster analysis has been performed. The results confirm the relevance of deepening consumer perceptions of CSR by using a multidimensional scale and its relationship with sustainable consumption while focusing on a specific firm and category of sustainable products.