The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products
The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products
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DOI：
10.1007/s10551-008-9669-4
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发表时间：
2009-01-01
影响因子：
6.1
通讯作者：
Tencati, Antonio
中科院分区：
文献类型：
--
作者：
Castaldo, Sandro;Perrini, Francesco;Tencati, Antonio
本文研究了消费者感知公司是社会导向的消费者购买该公司销售的产品的意图之间的联系。我们认为，这种联系至少存在于两个条件：（1）该公司销售的产品符合道德和社会要求;（2）该公司有保护消费者权益的公认承诺。为了验证这些假设，我们对提供公平贸易产品的零售连锁店的客户进行了调查。研究结果表明，社会导向型公司可以成功地利用他们的声誉，以市场的产品具有较高的象征价值。
This paper investigates the link between the consumer perception that a company is socially oriented and the consumer intention to buy products marketed by that company. We suggest that this link exists when at least two conditions prevail: (1) the products sold by that company comply with ethical and social requirements; (2) the company has an acknowledged commitment to protect consumer rights and interests. To test these hypotheses, we conducted a survey among the clients of retail chains offering Fair Trade products. The results show that socially oriented companies can successfully leverage their reputation to market products with high symbolic values.