Tanglible CSR Builds Customer Loyalty

May 25, 2011 at 5:49 PM Leave a comment

AdAge tackles the ever-present question for corporate philanthropy: Does Corporate Social Responsibility Build Customer Loyalty? They highlight a new study suggesting that it does, and more importantly how:

All four dimensions of CSR performance — environmental friendliness, treating employees fairly, community support, sourcing from local growers and suppliers — positively influence consumers’ attitudes toward a retailer. But consumers seem to modify their purchase behavior only when the CSR domain directly affects their actual experience with the company or brand.

Looking out for the environment is nice and all, but customer loyalty starts closer to home, with things like touting local products of treating employees well – “actions related directly to the products and people that consumers face.”

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Entry filed under: Corporate Philanthropy & CSR.

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