Risks of Corporate Social Responsibility for ethical businesses and skepticism of the green consumer

Journal title CORPORATE GOVERNANCE AND RESEARCH & DEVELOPMENT STUDIES
Author/s Antonella Monda, Antonio Botti
Publishing Year 2021 Issue 2021/1 Language Italian
Pages 28 P. 101-128 File size 0 KB
DOI 10.3280/cgrds1-2021oa10552
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Our work aims to investigate the consumers’ perception of CSR activities of an ethical company which, however, is not judged favorably by its consumers, to verify whether a negative opinion of the company corresponds a negative perception also of CSR practices. For this purpose, a twofold objective is pursued: 1) identifying the existence of the fit between the core business of the company and the CSR activities undertaken by the company, to prove the ethics of the company; 2) identifying the possible fit between the communication of the company’s CSR activities and the consumers’ perception of the company’s ethical activities. The research is based on the case study methodology, which examines Ferrovie delloStato, through the analysis of secondary and primary data. The results confirm the existence of the first fit but deny the existence of the second fit.

Keywords: corporate social responsibility, greenwashing, sustainability, corporate sustainability ethical business, skepticism

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Antonella Monda, Antonio Botti, I rischi della Corporate Social Responsibility per le imprese etiche e lo scetticismo del consumatore green in "CORPORATE GOVERNANCE AND RESEARCH & DEVELOPMENT STUDIES" 1/2021, pp 101-128, DOI: 10.3280/cgrds1-2021oa10552