To what extent do companies' CSR policies impact purchase intentions? / Salim LATIF / 2022

Titre : To what extent do companies' CSR policies impact purchase intentions? Type de document : Mémoire Auteurs : Salim LATIF, Auteur Année de publication : 2022 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management ECOLOGIE ; POLITIQUE DE L'ENVIRONNEMENT ; CLIENT ; COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR Résumé : Nowadays, issues related to Corporate Social Responsibilities (CSR) are becoming more and more important in the public debate. Consumers are very attentive to the behavior of companies, especially with regard to the environment and their employees. This can be explained by the fact that these issues have been discussed a lot in media in recent years, especially because of many alerts related to global warming, or treatment of employees in factories of some main brands. Consumers' expectations are changing, and they are interested in the ethical aspect of brands. Companies must adapt to these new expectations from their customers, and they have to offer products and services that are more respectful of the environment and human rights. That is why this paper has studied the influence of CSR policy on consumers' purchase intentions. Since this paper is concerned with the underlying motivations of consumers, the qualitative method was chosen, as it allows us to understand better the reasons why consumers would rather choose a brand over another one based on their CSR policy. This study is intended to help managers to conduct CSR policies in line with the desires of their target customers. It proves that customers, especially younger ones, are looking for brands that respect the environment and human rights, and that they tend to reward brands that are exemplary in these two areas, and to punish those that are not in line with their values. In these conditions, brands must inform customers about their good actions, without ever overestimating their commitment through their communication, or risk being economically sanctioned by consumers Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572757