Companies and industries all over the world are claiming to be implementing CSR as their core values - and consumers have the opportunity to read about the companies many CSR activities on their homepages. The companies are also using labeling systems such as Fairtrade, Rainforest Alliance and UTZ Certified in order to show that they are working to better the world. On the other hand the mass media keeps exposing the companies, showing that the CSR activities may not be as honest as they seem.
The project examines how this contrasting information is perceived by the consumers.
Firstly it is examined to which extend the consumers perceive the information on respectively homepages and labeling systems. Secondly it is examined to which extend the consumers perceive the exposés. In continuation hereof, the project examines how the consumers react when companies are being exposed, with regard to physical and psychological reactions alike.
Methodologically the project uses nexus analysis as a framework which means that the theories are far-reaching and covers perspectives from both CSR, branding, sociology and social psychology.
To explore the consumers knowledge, attitudes and behavior a questionnaire survey is used, which provides 333 answers, which is supplemented with two interviews in order to explore the consumers lifeworld.
The different theories in combination with the empirical results leads to the conclusion, that most consumers do not actively search for information regarding CSR on homepages. Many consumers notice the labeling systems and have a positive attitude towards them - but are not able to decode what the labels guarantee. Many consumers also seem to have a great amount of knowledge regarding the exposés, but only the ones that the mass media has been shoving. The reaction towards exposés is divided. Firstly, very few consumers react physically by for instance demonstrating or boycotting. Secondly, it seems that consumers do react psychologically but feel powerless and insufficient in making a difference.
Lastly it is concluded, that the companies and the media in combination are creators of the world that appears before the consumers. This world encourages the consumers to buy products in order to achieve self-realization and happiness by which ethical concerns are shoved in the background.