Bryr sig konsumenter om CSR? - En studie om vilka samband som finns mellan företagets samhällsansvar och konsumentvärdet inom klädkonsumtion.

Sammanfattning: Abstract - Do consumers care about CSR? A study about the relation between corporate social responsibility and consumer value when purchasing clothes. Date: May 26th, 2016 Level: Bachelor Thesis in Business Administration, 15 ECTS Institution: School of Business, Society and Engineering, Mälardalen University Authors: Wendelina Haddad 910915, Rosalia Rabi Navarro 890828, Jenny-Maria Åström 870630 Title: Do consumers care about CSR? A study about the relation between corporate social responsibility and consumer value when purchasing clothes. Tutor: Cecilia Erixon Examiner: Jimmy Röndell Keywords: CSR, CSR activities, value, consumer value. Research Question: What correlations can be found between CSR activities and consumer value? Purpose: The purpose of this study is to investigate what correlations can be found between CSR activities and consumer value while purchasing clothes. The CSR activities are divided into three dimensions; philantrophic, business-related and product-related CSR activities while the consumer value is divided into emotional, social and functional values. Method: The quantitative study was based on academic litterature such as scientific articles within the subject of CSR and consumer value. A survey was conducted, based on a convenience sample, in order to collect the primary data which resulted in 223 valid questionnaires. A correlation analysis was executed to evaluate the results. Conclusion: The study showed that there are correlations between the three dimensions of CSR activities and the consumers emotional and functional value, while no correlations were found between the CSR activities and the social consumer value. The results can not be generalized to the whole population since the research was based on a convenience sample.