The Critical State of Corporate Social Responsibility in Europe by Tench Ralph;Jones Brian;Sun William;

Author:Tench, Ralph;Jones, Brian;Sun, William;
Language: eng
Format: epub
Publisher: Emerald Publishing Limited
Published: 2018-05-25T00:00:00+00:00

PART IV

CSR PERCEPTIONS AND ATTITUDES: STAKEHOLDER PERSPECTIVES

CHALLENGING THE BUSINESS CASE LOGIC FOR SUSTAINABILITY AS AN INSTRUMENT OF CSR: DO CONSUMER ATTITUDES IN GERMANY SUPPORT A BUSINESS CASE?*

Patrick Kraus, Bernd Britzelmaier, Peter Stokes and Neil Moore

ABSTRACT

Purpose – The overall goal of this chapter is to critique the purported business case for corporate social responsibility (CSR) and sustainability, which persists as a major contentious force in convincing companies to become more sustainable. Extant literature on sustainability, CSR and Socially Responsible Investments (SRIs) generally tends to focus on company perspectives decision-making and approaches. This chapter considers an alternative and under-developed perspective and examines CSR from a consumer/public perspective situated in a German context.

Design/methodology/approach – This chapter builds a comprehensive literature review and employs a research philosophical point of view underpinned by a social constructionist stance. It examines indicators and attitudes towards sustainability and sustainable consumption together with socially responsible investments and considers whether the buying patterns of German consumers may serve as a rationalisation for a potential business case for CSR and sustainability.

Findings – While the awareness of consumers of CSR in Germany towards sustainability tends to be generally relatively prima facie high, it is nevertheless noticeable that German consumers are predominately reluctant to pay a price premium for product possessing a superior sustainability performance. From the alternative lens of SRIs, rather than being a replete and widespread phenomenon, they are still largely a niche market. For these reasons, the potential for the existence of a business case for sustainability, CSR and SRIs tends in reality to be low, in spite of some populist or survey reports and perceptions.

Originality/value – The chapter links a consumer perspective with the business case for CSR. Moreover, it focuses on the German context which tends to be underrepresented in international research.

Keywords Business case; CSR; sustainable development; sustainable consumption; SRIs; Germany

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