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Using consumer perceived ethicality as a guideline for corporate social responsibility strategy: A commentary essay

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  • Shea, Linda J.

Abstract

"Consumer Perceived Ethicality" presents a framework of perceived consumer ethicality as summarized from in-depth interviews with 20 citizens of the United Kingdom and Germany. The framework identifies six broad domains and 36 sub-items (6 for each domain) that serve as examples of consumer-generated "unethical corporate behaviors." This commentary highlights the contributions, discusses the limitations and presents an alternative perspective on the study of consumer perceived ethicality.

Suggested Citation

  • Shea, Linda J., 2010. "Using consumer perceived ethicality as a guideline for corporate social responsibility strategy: A commentary essay," Journal of Business Research, Elsevier, vol. 63(3), pages 263-264, March.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:3:p:263-264
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    Cited by:

    1. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
    2. Marc Goergen & Salim Chahine & Geoffrey Wood & Chris Brewster, 2015. "Public Listing, Context and CSR: The Effects of Legal Origin," John H Dunning Centre for International Business Discussion Papers jhd-dp2015-09, Henley Business School, University of Reading.
    3. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    4. Mobin Fatma & Zillur Rahman, 2017. "An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty," Service Science, INFORMS, vol. 9(2), pages 136-146, June.
    5. Hsiu-Hua Chang & Long-Chuan Lu, 2019. "Actively Persuading Consumers to Enact Ethical Behaviors in Retailing: The Influence of Relational Benefits and Corporate Associates," Journal of Business Ethics, Springer, vol. 156(2), pages 399-416, May.
    6. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.
    7. Vera Herédia-Colaço & Rita Coelho do Vale & Sofia B. Villas-Boas, 2019. "Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation," Journal of Business Ethics, Springer, vol. 156(3), pages 737-758, May.
    8. Stefan Markovic & Oriol Iglesias & Jatinder Jit Singh & Vicenta Sierra, 2018. "How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality," Journal of Business Ethics, Springer, vol. 148(4), pages 721-740, April.
    9. Beatriz Casais & Sara Santos, 2018. "Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal," Social Sciences, MDPI, vol. 8(1), pages 1-10, December.
    10. Becchetti, Leonardo & Ciciretti, Rocco & Hasan, Iftekhar & Kobeissi, Nada, 2012. "Corporate social responsibility and shareholder's value," Journal of Business Research, Elsevier, vol. 65(11), pages 1628-1635.
    11. Cagla Pinar Utkutug, 2024. "The mediating effect of consumers’ perceived ethicality in the relationship between consumer cynicism/material values and affective commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 583-598, September.
    12. Katja Brunk, 2012. "Un/ethical Company and Brand Perceptions: Conceptualising and Operationalising Consumer Meanings," Journal of Business Ethics, Springer, vol. 111(4), pages 551-565, December.
    13. Bianca Grohmann & H. Bodur, 2015. "Brand Social Responsibility: Conceptualization, Measurement, and Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 375-399, October.
    14. Lu, Jun & Li, Wengui & Huang, Wei, 2024. "Corporate social responsibility and stock resilience to COVID-19: A contract theory perspective," International Review of Economics & Finance, Elsevier, vol. 89(PB), pages 12-29.
    15. Ferrell, O.C. & Harrison, Dana E. & Ferrell, Linda & Hair, Joe F., 2019. "Business ethics, corporate social responsibility, and brand attitudes: An exploratory study," Journal of Business Research, Elsevier, vol. 95(C), pages 491-501.
    16. Brunk, Katja H., 2010. "Exploring origins of ethical company/brand perceptions: Reply to Shea and Cohn's commentaries," Journal of Business Research, Elsevier, vol. 63(12), pages 1364-1367, December.
    17. Goergen, Marc & Chahine, Salim & Wood, Geoffrey & Brewster, Chris, 2019. "The relationship between public listing, context, multi-nationality and internal CSR," Journal of Corporate Finance, Elsevier, vol. 57(C), pages 122-141.
    18. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    19. Grappi, Silvia & Bergianti, Francesca & Gabrielli, Veronica & Baghi, Ilaria, 2024. "The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality," Journal of Business Research, Elsevier, vol. 170(C).

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