Consumer Ethics, Corporate Social Responsibility and Marketing: An Integration of Theoretical Perspectives

By Helen Wei Hu and Sian Gooden.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Over the last few decades, consumers’ enhanced ethical sensitivity, intensified competition and an intrusive media have led to an increased concern for corporate social responsibility (CSR) in business. To date, the majority of literature addressing this issue has considered CSR from the firm’s point of view. Thus, there is an incomplete understanding of consumers’ engagement in CSR and the means by which they generate information about a company’s CSR practice. This study integrates three different theoretical perspectives that have previously been examined separately, and it argues that consumers’ increased awareness of CSR has lent strong support for companies’ engaging CSR, but relying on marketing alone is not an effective way of conveying a company’s practice of CSR to its consumers.

Keywords: Corporate Social Responsibility, Consumer Ethics, Marketing

International Journal of Knowledge, Culture and Change Management, Volume 9, Issue 6, pp.23-30. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.121MB).

Dr. Helen Wei Hu

Lecturer, Department of Management and Marketing, The University of Melbourne, Melbourne, VIC, Australia

Dr. Helen Wei HU is a lecturer in the Department of Management and Marketing at the University of Melbourne, Australia. Her research interests are corporate governance, Chinese business and management, and corporate social responsibility. Dr. Hu currently is also an Honorary Research Fellow at Monash University, Australia. She holds a PhD from Monash University, Australia and a BSc (Honors) from the University of London, UK.

Sian Gooden

Consultant, SACS Consulting, Melbourne, VIC, Australia

Sian GOODEN has recently graduated from the University of Melbourne, Australia with a Bachelor Commerce (Hons)/ Bachelor of Media and Communications. As a consultant at SACS consulting, she provides human resource solutions for local government, state government and not-for-profit organisations. Her research interests include corporate social responsibility, business ethics and consumer ethics.


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