A Bibliometric Analysis On Anti Consumption Appeals As A Marketing Strategy: Corporate Social Responsibility And Consumer Skepticism
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Abstract
The concept of "Corporate Social Responsibility" (CSR) refers to the belief that companies should have responsibilities to society in addition to their present financial obligations, such as paying taxes. No matter how much this mindset, which eventually turned into a broad demand, grew, there was still no clarity on what CSR actually meant in its purest form. Customers have to believe that the company's CSR program will be successful in resolving the problem in order for the brand to succeed. As a consequence of this, the first and second components of consumer skepticism are comprised of the consumers' judgments of the problem's severity and the message's efficacy, respectively. The (perceived) reason why a company participates in a CSR activity is another factor that might affect how customers respond to such participation. Customers may attribute a company's motivations to either intrinsic (such as sincere environmental concerns) or extrinsic (such as strategically maximizing profits) causes. This may result in either positive or negative consumer reactions, such as customers' company evaluations, support for the initiative, and product purchase intentions. Customers may also attribute a company's motivations to both intrinsic and extrinsic causes. When corporate social responsibility (CSR) is driven by egoistic and stakeholder-driven (extrinsic) motivations, consumers are dubious of it. This research outlines the key categories that were used to classify the various pieces of writing. People who are interested in this field of study would benefit from having knowledge of this content since it would make it easier for them to seek insight into particular categories. In addition, it is possible to get knowledge regarding the most prestigious journals in the sector that are devoted to CSR research and their links to marketing-related activities that discourage use of products.
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References
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