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  • Thumbnail for Does corporate social responsibility change consumer behavior? : An investigation of corporate social responsibility’s influence on consumer's intention to purchase and recommend products
    Does corporate social responsibility change consumer behavior? : An investigation of corporate social responsibility’s influence on consumer's intention to purchase and recommend products by Joseph, Phoebe

    Over recent decades, corporate social responsibility has become a very common strategy that companies are using to differentiate themselves in competitive markets. This paper uses a unique survey of Colorado College faculty and students and investigates whether this is an effective strategy. The results show that corporate social responsibility has a slightly negative effect on consumer’s intentions to purchase goods from a given company. On the other hand, the results show that corporate social responsibility has a positive effect on consumer’s likelihood to recommend products to someone else in the future. Also, previous literature has demonstrated that demographics matter. Therefore, we estimate the difference in difference coefficient for gender, nationality , department associated with at Colorado College, product type, and being a student or a faculty member. Each of these characteristics are found to be significant on whether an individual is affected by corporate social responsibility. These results show that corporate social responsibility initiatives are not always successful. Companies need to be mindful of the types of consumer behavior that are influenced as well as the types of people that are more likely to be influenced by corporate social responsibility initiatives.