CSR - ETT MÅSTE INOM HÖGA PRISNIVÅER, EN MÖJLIGHET INOM LÅGA PRISNIVÅER. EN KVANTITATIV STUDIE OM BETALNINGSINTENTION FÖR CSR INOM OLIKA PRISNIVÅER

Sammanfattning: This thesis examines whether or not there is a difference in customer's intention to pay for a product at high and low levels of CSR at high and low price levels. What may be the underlying cause that potentially affects the intention to pay at different price levels is also taken into consideration. The main study consisted of a quantitative survey where 302 participants were randomly exposed to one of four different shopping scenarios regarding working conditions in a company factory. Analysis consisted of within price level comparisons to identify possible differences regarding respondents' intention to pay at different levels of CSR. These analyses were followed up with between price level comparisons. The results of this study indicate that a high level of CSR increases customer's intention to pay for a company's products to a higher extent at a low price level compared to a high price level, as for a low level of CSR decreases customer's intention to pay for a company's products to a higher extent at a high price level compared to a low price level. These differences are thought to be a result of customer's different perceptions of product quality at different price levels.