Documento de trabajo nº 13: Lecciones de la investigación sobre el comportamiento del consumidor ante las acciones de RSC

LESSONS FROM RESEARCH ON CONSUMER BEHAVIOUR WITH REGARD TO CSR ACTIONS

Mercè Roca
July 2012

The present study synthetically reviews the main teachings that derive from theoretical and empirical work around the behaviour of consumers in the face of Corporate Social Responsibility (CSR). On the one hand, it presents the distinct methodological techniques used for the study of consumer behaviour and, on the other hand, it offers recommendations that can be derived for corporate management. The study analyses the commercial effects of different CSR actions and indicates the factors that have an impact over the effectiveness of these actions as well as identifies the actions that, depending on the objectives, are more effective in the long and medium run.