| Titre : |
The influence of CSR communication on the attitude of consumers in the sector of renewable energies |
| Type de document : |
Mémoire |
| Auteurs : |
Léa DETHOOR, Auteur |
| Année de publication : |
2020 |
| Importance : |
23 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
RESPONSABILITE SOCIALE DE L'ENTREPRISE ; ENERGIE RENOUVELABLE ; COMPORTEMENT ; CONSOMMATEUR
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| Résumé : |
Environmental and social awareness is today an ever-growing trend among society, and consumers are increasingly expecting concrete actions in this respect from businesses. The challenges and opportunities are great for companies, and they need to communicate efficiently about their CSR activity. Indeed, researches have shown that badly received CSR communication, or reveal of greenwashing can have disastrous consequences for companies. But there is not as much research done today about the actual positive effects of CSR communication on consumers.
Using the elaboration likelihood model, the influence of CSR communication on the consumer’s attitude was studied, depending on the route processing used, in order to help companies to tackle the question of CSR communication, and the way it could influence, positively and negatively, their consumer’s behavior.
To do so, this paper examined this question by analyzing the effect of two commercials communicating about a same company’s CSR commitment, using the central route processing and the peripheral route processing. It was found that while CSR communication does have an effect on the affective and cognitive attitude of the consumer, its effect on conative attitude, and therefore purchase intention, is not as certain. However, given the threat posed by poor CSR communication or a proven case of greenwashing, it is still important for companies to work effectively on their CSR communication, even if it is not what will convince consumers to buy in the first place.
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| Programme : |
PGE-Rouen |
| Spécialisation : |
Digital Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529824 |
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The influence of CSR communication on the attitude of consumers in the sector of renewable energies / 2020 
