Se așteaptă consumatorii ca organizațiile să fie responsabile din punct de vedere social?[What do consumers expect from companies regarding social responsibility?]

Purpose – This review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) and also of individuals’ expectations of corporate social responsibility (CSR). Design/methodology/approach – In order to clarify the core concepts of CSR and consumer`s expectations, a number of 19 articles in leading economic journals between 2000 and 2009 were analyzed. For the analysis I also took in consideration the terms of publication characteristics, research design, variables, concepts, sampling and level of analysis. Findings – Recommendations include a broadened perspective in empirical research to address CSR in its entirety, expand the focus on the consumers expectations, include a broader range of samples and conduct more inductive, exploratory empirical studies. These steps will contribute to a multidimensional view of the corporate social responsibility (CSR) and of the consumers expectations of each dimension of corporate social responsibility (CSR) . Research limitations/implications – The number and specific choice of journals was subject to a compromise between comprehensiveness and the availability of space for a review. Practical implications – The way the scholarly marketing literature treats consumer`s expectations of CSR impacts what our students and other constituencies learn. Originality/value – Given the veritable explosion of CSR research during the recent years, there is a genuine need for the field to take stock of what has been learned so far and what that implies in terms of consumers expectations and where researchers should be headed