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Corporate philanthropy and consumer preference

by Hughes, Jessica Lauren

Abstract

This study examines what factors influence decisions to purchase products associated with their companies’ corporate social responsibility (CSR) campaigns. The study highlights the discrepancy that exists between consumers’ stated intent to purchase products associated with CSR practices and their actual buying habits. The thesis then develops a model in which both personal values and awareness of CSR campaigns are tested as influences on consumers’ purchase decisions. This model is unique because it measures these two factors with respect to consumers’ brand loyalty of various products associated with CSR campaigns. The study collects survey and focus group data to answer three questions: (1) to what extent do brand loyalty, values, and awareness influence consumers’ decisions to purchase products associated with CSR campaigns, (2) how do demographic variables influence consumers’ values and awareness of CSR campaigns, and (3) why are consumers either influenced by or indifferent to products associated with corporate philanthropy campaigns?

Note

bachelor

Bachelor of Arts

Includes bibliographical references.

Administrative Notes

None

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:6013
Digital Origin
born digital
Extent
112 pages : illustrations
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Stimpert, Larry
Department/Program
Department of Economics and Business
Degree Name
bachelor
Degree Type
Bachelor of Arts
Degree Grantor
Colorado College
Date Issued
2011