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Clustering consumers according to their attitudes on corporate social responsibility

Author

Listed:
  • Aikaterini I. Vassilikopoulou
  • George J. Siomkos
  • John Mylonakis

Abstract

This paper examines the consumer attitudes towards corporate social responsibility. Analysing a sample of 341 consumers, it was found that consumers have overall great expectations and a positive attitude concerning corporate social responsibility. They believe that corporate social responsibility is an important issue in business and are willing to reward socially responsible companies and punish socially irresponsible firms via their buying behaviour. Consumers who had a positive or very positive attitude towards socially responsible companies were segmented in terms of behavioural factors. The study proposes three distinct socially responsible consumer types in terms of attitudes towards corporate social responsibility: These are the Ambitious, Fanatic and Passive socially responsible consumers. A complete profile of each cluster is presented.

Suggested Citation

  • Aikaterini I. Vassilikopoulou & George J. Siomkos & John Mylonakis, 2005. "Clustering consumers according to their attitudes on corporate social responsibility," International Journal of Business Governance and Ethics, Inderscience Enterprises Ltd, vol. 1(4), pages 317-328.
    • Handle: RePEc:ids:ijbget:v:1:y:2005:i:4:p:317-328
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    Cited by:

    1. Danielle Lyssimachou & Pawel Bilinski, 2023. "Does corporate social responsibility affect the institutional ownership of firms in the hospitality and tourism industry?," Tourism Economics, , vol. 29(4), pages 853-879, June.
    2. Duman, Sumeyra & Ozgen, Ozge, 2018. "Willingness to punish and reward brands associated to a political ideology (BAPI)," Journal of Business Research, Elsevier, vol. 86(C), pages 468-478.
    3. María Iborra & Marta Riera, 2023. "Corporate social irresponsibility: What we know and what we need to know," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1421-1439, May.
    4. Leonardo Garavito (Editor) & Fredy Ochoa (Editores), 2016. "Debates contemporáneos sobre el turismo tomo I. Nuevos retos del turismo: casos de estudio sobre los vínculos entre la gobernanza, el desarrollo y la sostenibilidad," Books, Universidad Externado de Colombia, Facultad de Administración de Empresas Turísticas y Hoteleras, number 21, April.

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