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How to Reap the CSR Fruits: The Crucial Role Played by Customers

In: The Palgrave Handbook of Corporate Social Responsibility

Author

Listed:
  • Pietro Lanzini

    (Ca’ Foscari University)

  • Antonio Tencati

    (University of Brescia)

Abstract

In times of unprecedented relevance of Corporate Social Responsibility (CSR), companies need to gain a deeper understanding of actual and prospective customers, shedding light on the antecedents of their behavioral choices as to better address their needs and ambitions, in order to get a competitive edge. By adopting a chronological approach, the present chapter provides an overview of the development of research on responsible consumers over time. From early studies focusing on market segmentation based on socio-demographic and psychographic variables, the focus shifts to sophisticated models based either on cognitive processes or on habits, or on a mixture of both. Given the complexity of the phenomenon and its dynamic and ever-evolving nature, the chapter ends with a discussion of cutting-edge perspectives of analysis that represent the latest advancements of the discipline. These new streams of studies focus on the need to adopt holistic, dynamic, cross-cultural, and trust-based approaches, and pave the way for future research.

Suggested Citation

  • Pietro Lanzini & Antonio Tencati, 2021. "How to Reap the CSR Fruits: The Crucial Role Played by Customers," Springer Books, in: David Crowther & Shahla Seifi (ed.), The Palgrave Handbook of Corporate Social Responsibility, pages 843-861, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-42465-7_91
    DOI: 10.1007/978-3-030-42465-7_91
    as

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