Impact Of Corporate Citizenship On Consumer Decision Making
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Impact Of Corporate Citizenship On Consumer Decision Making
Introduction
Corporate citizenship may be defined as moral and personal beliefs that affect the way people make decisions. The concept involves integrating ethical and social responsibility into business or any other area under study. Corporate citizenship has been raising a lot of eyebrows lately because there are plenty of socially responsible consumers out there who would like to see that these elements are part of the products or services they purchase (UDEL, 2007)
During the year 2006, there was one of the most serious attempts to include corporate responsibility into consumers’ decisions. There was a campaign dubbed ‘product red’ whose purpose was to sell some products like American Express, Giorgio Armani and Gap clothing. All the proceeds got from the campaign were to be sent to the Global Fund which uses its revenue
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