Thirty-three respondents completed the online survey providing the following data to test the hypothesis on corporate social responsibility (CSR).

1. Corporate Social
Responsibility &
It’s Influence
on Consumers
Janelle Arthur
MSMK 620: Marketing Analytics
Bellevue University
Dr. Julia Cronin-Gilmore

2. CSR’s Influence on Consumers
Hypothesis:
Consumers prefer to buy from
socially responsible companies.
Objectives:
§ Determine consumers’ attitudes about corporate
social responsibility.
§ Determine if education level has an impact on how
consumers view socially responsible companies.
§ Determine if consumers are willing to spend more
for a product if a company is socially responsible.

3. Survey:
Thirty-three respondents completed the online survey
providing the following data to test the hypothesis on
corporate social responsibility (CSR).
CSR’s Influence on Consumers

4. Determine consumers’ attitudes about
corporate social responsibility.
73%
Believe that companies have a social
responsibility to donate a portion of profits
back to society.
94%
Of respondents either agree, or strongly
agree, that giving back to the community is
important to them.
üGiving back to the community is important to consumers.
üConsumers want companies to give back to society.
ATTITUDES

5. üEthics is a top concern for consumers.
Determine consumers’ attitudes about
corporate social responsibility.
6%
9%
21%
3%
58%
3%
The best way a company can show corporate responsibility.
Pay employees well
Donate money
Make environmentally
friendly products
Protect consumer
information
Choose ethical business
practices
Volunteer
Chose ethics
ATTITUDES

6. üConsumer skepticism
of CSR is low.
Determine consumers’ attitudes about
corporate social responsibility.
agreed with the statement:
companies thatpartner with
non-profits only do it for the publicity.
üThis indicates that
consumers have not
grown weary of CSR
campaigns.
Only6%
Overall, consumers
support CSR
initiatives.
ATTITUDES

7. Determine if education level has an impact on how
consumers view socially responsible companies.
1
2
21
9
Less than high school
degree
High school degree or
equivalent
Some college but no degree Associate degree Bachelor degree Graduate degree
EDUCATION
üAlthough, only 10% had less
than a bachelor’s degree, their
answers varied significantly
from the total population.
10%
90%

8. 67% Frequently pay more for products if a company
donates profits to a charity.
Determine if education level has an impact on how
consumers view socially responsible companies.
EDUCATION
33% Frequently pay more for products if a company
donates profits to a charity.
Less than a bachelor’s degree
Compared to…
Bachelor’s degree or higher

9. Determine if education level has an impact on how
consumers view socially responsible companies.
EDUCATION
Less than a bachelor’s degree
1. Good quality
2. Affordable price
3, Environmentally friendly
4. Company’s reputation
1. Environmentally friendly
2. Good quality
3. Affordable price
4. Company’s reputation
Bachelor’s degree or higher
In this study,
less education
equals more
CSR support.
üThose with less than a bachelor’s degree consider
environmentally friendly the most important quality.

10. 55% will occasionally pay more for aproduct if a
portion of the profits are donated to acharity.
Determine if consumers are willing to spend more for
a product if a company is socially responsible.
SPENDING HABITS
85%When it’s acause they care
about the percent increases to
Which is a
30% increase.

11. Determine if consumers are willing to spend more for
a product if a company is socially responsible.
SPENDING HABITS
üAlthough, the frequency of purchases
from CSR companies is low.
48%
Yes
52%
No
Have paid more for a
product or service in the
last month because a
portion of the profit
supported acharity.

12. Determine if consumers are willing to spend more for
a product if a company is socially responsible.
SPENDING HABITS
üNot all consumers will pay more for a
product that is environmentally friendly.
ü But they will boycott firms that cause
environmental harm.
70%
Have stopped buying from a
company that caused
environmental harm.

13. Summary.
SUMMARY
üConsumers are supportive of companies that practice CSR.
üHaving less than a college degree does not mean
consumers are less susceptive to CSR marketing.
üConsumers will pay more for a product if the CSR relates to
a cause the consumer personally cares about.
üThe hypothesis was proven correct.