Does having a Corporate Social Responsibility (CSR) programme actively encourage customer loyalty? It’s a question many companies ask themselves when deciding how far they can take CSR initiatives.
AdAge has conducted research into the payback on CSR, in the consumer goods retail sector, and has come to several conclusions. If you don’t want to know the results look away now.
The research found customer attitudes were positively influenced by CSR when the programmes directly affected the customers retail experience, for example offering locally produced goods. As well as directly benefiting the retailer (by increasing the footfall into the store from people whose values resonate with the CSR policy) there is also an indirect benefit from consumers willing to accept higher prices from stores that operate a CSR policy.
The full report is available from the source link.
Source: AdAge — Does Corporate Social Responsibility Build Customer Loyalty?