Perception of corporate social responsibility and consumers' purchase intention : a comparative study of French vs south-east asian students | |
| Author | Djimet, Ramadji Celine |
| Call Number | AIT RSPR no.SM-18-06 |
| Subject(s) | Social responsibility of business Consumers' preferences--Social aspects |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | New consumption trends are growing especially in western countries where people start purchasing more ethically. Therefore, global companies understood they had to respond to this new customer demand and implement socially and environmentally responsible programs called CSR (corporate social responsibility). However, their motives for implementing CSR are not clear for consumers who struggle to understand their real intentions. Consequently, customers often see a marketing-driven motive or a value-driven motive for companies to apply CSR policies. Does this perception they have on CSR influence their intention to buy a product? This qualitative approach compares the European with the South-East Asian point of view on CSR as well as the influence of personal ethics, through interviews conducted on 22 respondents. Therefore, the results only apply on the South-East Asian and European context. It found that people would not buy more often a brand’s product because of CSR, but it still improves brand loyalty and brand image as long as there is consistency between the brand and its CSR policy. Moreover, South-East Asian will be more responsive to policies competing on prices and European on quality. Eventually, idealistic people are more sensitive and positive toward CSR than egoistic people. |
| Year | 2018 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Vimolwan Yukongdi; |
| Examination Committee(s) | Badir, Yuosre;Zimmerman, Willi; |
| Scholarship Donor(s) | SKEMA Business School, France;Asian Institute of Technology Fellowship; |
| Degree | Research report (M.B.A.) - Asian Institute of Technology, 2018 |