Why Does CSR Attract Customers?
Anneke Zwart, Student (University), Netherlands, Moderator
Hughes (2017) mentions several reasons why focusing on sustainability and tackling social issues will expand your customer base:
- RATIONAL VS. EMOTIONAL: Even if many people believe to base there decisions on rationality, most choices (by consumers) are led by emotions. Customers are searching for emotional connection and a feel-good experience with buying products. Therefore, organizations should invest in programs that tackle social or environmental sustainability issues to create customer affinity/loyalty.
- CAUSE-BASED SPENDING: Some people make purchasing decisions based on specific causes they value highly. For example, some people may be concerned about genetically modified food; they will buy products from organizations that support the concern and supply organic and biological products.
- HOT TOPICS/SOCIAL MEDIA TRENDS: Customers are also influenced highly by (social) media and the topics / news stories highlighted by them. The increased emphas...