Do consumers really care about corporate responsibility? Highlighting the attitude—behaviour gap

E. Boulstridge, M. Carrigan

Research output: Contribution to journalReview article

220 Citations (Scopus)

Abstract

According to the press at the turn of the year 1999—2000, a good corporate reputation for responsible marketing is a key element in business success. One justification for this is the assumption that consumers are interested in how companies behave and this has an influence upon their consumption behaviour. There is also the suggestion that a financial pay-off is to be gained from good behaviour. Conflicting reports in previous research cast doubt upon the reliability of these assumptions, and there are few studies which unequivocally support positive consumer purchasing in return for responsible marketing. This paper reviews current opinion and evidence in relation to the growing interest in corporate reputation, and reports findings from focus group research which casts doubt upon the efficacy of corporate reputation in influencing positive consumer purchase behaviour.

Original languageEnglish
Pages (from-to)355-368
Number of pages14
JournalJournal of Communication Management
Volume4
Issue number4
DOIs
Publication statusPublished - 1 Apr 2000
Externally publishedYes

Fingerprint

reputation
Marketing
Consumer behavior
responsibility
Purchasing
marketing
business success
Industry
consumption behavior
purchase
evidence
Corporate reputation
Corporate responsibility
Group
Consumption behavior
Focus groups
Justification
Business success
Efficacy
Purchase behavior

Keywords

  • Consumers
  • Corporate responsibility
  • Purchase behaviour

ASJC Scopus subject areas

  • Communication
  • Strategy and Management

Cite this

Do consumers really care about corporate responsibility? Highlighting the attitude—behaviour gap. / Boulstridge, E.; Carrigan, M.

In: Journal of Communication Management, Vol. 4, No. 4, 01.04.2000, p. 355-368.

Research output: Contribution to journalReview article

@article{9eaf0669450e49518ed21f33020d0a83,
title = "Do consumers really care about corporate responsibility? Highlighting the attitude—behaviour gap",
abstract = "According to the press at the turn of the year 1999—2000, a good corporate reputation for responsible marketing is a key element in business success. One justification for this is the assumption that consumers are interested in how companies behave and this has an influence upon their consumption behaviour. There is also the suggestion that a financial pay-off is to be gained from good behaviour. Conflicting reports in previous research cast doubt upon the reliability of these assumptions, and there are few studies which unequivocally support positive consumer purchasing in return for responsible marketing. This paper reviews current opinion and evidence in relation to the growing interest in corporate reputation, and reports findings from focus group research which casts doubt upon the efficacy of corporate reputation in influencing positive consumer purchase behaviour.",
keywords = "Consumers, Corporate responsibility, Purchase behaviour",
author = "E. Boulstridge and M. Carrigan",
year = "2000",
month = "4",
day = "1",
doi = "10.1108/eb023532",
language = "English",
volume = "4",
pages = "355--368",
journal = "Journal of Communication Management",
issn = "1363-254X",
publisher = "Emerald",
number = "4",

}

TY - JOUR

T1 - Do consumers really care about corporate responsibility? Highlighting the attitude—behaviour gap

AU - Boulstridge, E.

AU - Carrigan, M.

PY - 2000/4/1

Y1 - 2000/4/1

N2 - According to the press at the turn of the year 1999—2000, a good corporate reputation for responsible marketing is a key element in business success. One justification for this is the assumption that consumers are interested in how companies behave and this has an influence upon their consumption behaviour. There is also the suggestion that a financial pay-off is to be gained from good behaviour. Conflicting reports in previous research cast doubt upon the reliability of these assumptions, and there are few studies which unequivocally support positive consumer purchasing in return for responsible marketing. This paper reviews current opinion and evidence in relation to the growing interest in corporate reputation, and reports findings from focus group research which casts doubt upon the efficacy of corporate reputation in influencing positive consumer purchase behaviour.

AB - According to the press at the turn of the year 1999—2000, a good corporate reputation for responsible marketing is a key element in business success. One justification for this is the assumption that consumers are interested in how companies behave and this has an influence upon their consumption behaviour. There is also the suggestion that a financial pay-off is to be gained from good behaviour. Conflicting reports in previous research cast doubt upon the reliability of these assumptions, and there are few studies which unequivocally support positive consumer purchasing in return for responsible marketing. This paper reviews current opinion and evidence in relation to the growing interest in corporate reputation, and reports findings from focus group research which casts doubt upon the efficacy of corporate reputation in influencing positive consumer purchase behaviour.

KW - Consumers

KW - Corporate responsibility

KW - Purchase behaviour

U2 - 10.1108/eb023532

DO - 10.1108/eb023532

M3 - Review article

VL - 4

SP - 355

EP - 368

JO - Journal of Communication Management

JF - Journal of Communication Management

SN - 1363-254X

IS - 4

ER -