The importance of CSR dimensions: An empirical study with a Customer-Centric Approach
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
This paper addresses Corporate Social Responsibility dimensions and tries to connect, and rank, these to the degree of importance from a customer perspective in the clothing industry. The dimensions in Carroll’s (1991) pyramid are used throughout the paper. The pyramid consists of economic, legal, ethical and philanthropic responsibilities. Through a mixed method approach we were able to collect empirical data from a questionnaire survey and semi-structured interviews. The clothing company H&M were used as a reference company in the study. Our target group was customers to H&M in the age between 18 and 30. In the analysis a discussion is held were our empirical data is related to theory concerning e.g. Corporate Social Performance, transparency and Customer-Centric approach. Our result indicated that the legal dimension was the most important one from a customer perspective. Explanations for this can be found in the Swedish culture as well as in a general perception among customers. Meaning that, the legal dimension can be seen as a basis for other dimensions to function properly. We also enlightens a, still existing, knowledge gap surrounding CSR dimensions and give suggestions for further studies related to other industries and target groups.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:kau:diva-36398OAI: oai:DiVA.org:kau-36398DiVA: diva2:821409
Business Administration and Economics, 240 hp