How can corporate social responsibility activities create value for stakeholders? A systematic review

Corporate social responsibility (CSR) activities have the potential to create stronger relationships between firms and stakeholders. Although marketing researchers have studied the impacts of CSR activities on stakeholder responses, the CSR activities and outcomes measured have been varied and incon...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2011-02, Vol.39 (1), p.117-135
Main Authors: Peloza, John, Shang, Jingzhi
Format: Article
Language:English
Subjects:
Analysis
Business and Management
Corporate social responsibility
Green marketing
Marketing
Purchase intention
Researchers
Social responsibility
Social Sciences
Stakeholders
Sustainable development
Systematic review
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Summary:Corporate social responsibility (CSR) activities have the potential to create stronger relationships between firms and stakeholders. Although marketing researchers have studied the impacts of CSR activities on stakeholder responses, the CSR activities and outcomes measured have been varied and inconsistent. In this article we (a) review the extant literature to outline which CSR activities and outcomes have been included in previous research; (b) synthesize the means by which CSR activities can add value for consumers and how these have been represented in CSR literature, and; (c) present a research agenda for future research to allow greater consistency among CSR researchers.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-010-0213-6