Impact Of Corporate Citizenship On Consumer Decision Making
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consumers are asked about their opinion concerning corporate citizenship, they quite easily assert their commitment to the purchase of goods or services that are socially responsible. However, practically, this is not what happens, most attempts by companies to engage consumers have failed miserably. So one needs to address the issue of whether consumers really value corporate citizenship and if so, how can this be incorporated into the day to day decisions of various Companies.
How corporate citizenship and decision making can be merged
Corporate citizenship among consumers is usually displayed in two distinctive ways;
through opinions
through behaviour
Opinions are usually the preferences that consumers claim to have when asked about their sentiments towards corporate social responsibility, while behaviour is measured by the outcome of
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