Businesses nowadays monitor and measure risks to which they are exposed to. One of these risks relate to organizational reputation damage that arise from CSR activities.
If companies engage in CSR initiatives, this may carry substantial risks with regard to reputational damage. Due to reported incidents on corporate misconduct, consumers may doubt the extent to which companies are internally motivated to live up to their professed CSR standards.
As a result, consumer skepticism towards corporate social involvement is on the rise. Skarmeas and Leonidou (2013) distinguish different kinds of motives upon which corporate social responsibility programs are constructed (seen from the perspective of the consumer). These 4 distinctive underlying motives towards CSR relate differently towards the concept of consumer skepticism.
- EGOISTIC DRIVEN MOTIVES are defined as beliefs that a company is exploiting rather than supporting the cause. This embodies the perception that a company (...) Read more? Sign up for free