Corporate Social Esben Rahbek Gjerdum While all stakeholders have
Responsibility Pederson, 2015 an intrinsic moral value, consumers are considered to be one of the three - along with shareholders and employees, most strategically important stakeholders of the firm (Berman, Wicks, Kotha, & Jones, 1999).
The theory of market
exchange sets out that a buyer and seller enter into an exchange to mutually fulfil their personal goals, but that will only occur by meeting the goals of the other (Bagozzi, 1975).
If the buyer is willing to pay
the price of the seller and if the seller’s offering is considered to be one of value to the buyer. If a firm does not act responsibly towards its customers by providing value and satisfaction, customers won’t engage in the exchange and the firm won’t profit. Market exchange is therefore ethically justified based on the rights of each party to enter freely into the exchange and because of the mutual utilitarian benefits received. Customer satisfaction is a profitable and ethical outcome.
When we think about market
exchange this way, social responsibility relates to the benefits and harm that an individual consumers may experience. If consumers are being harmed, we say that their rights have been impeded. From a stakeholder perspective, there is a long tradition of consumers groups forming to provide collective strength and protest against the impediment of their rights. This has led to a historical legal and regulative change from a context where consumers lacked protection to one where governments actively safeguard and promote the rights of consumers.
A useful framework for
understanding consumer issues is the ‘marketing mix’ from the marketing literature (McCarthy, 1975). Managing the customer relationship requires addressing the issues and manipulating the tools of marketing mix: market research, targeting and segmenting customers, product and brand strategy, advertising and promotions strategy, pricing strategy, and distribution strategy. From a stakeholder perspective, the main issue to be dealt with by managers is the historical rise of ethical consumers. A small but growing segment consumers, sometimes referred to as the LOHAS (Lifestyles of Health and Sustainability) segment, has recognized that a powerful way to change the behavior of firms is to express one’s ethical concerns through one’s consumption. This is recognition that buying equals voting in the marketplace. Ethical consumers both penalize socially irresponsible firms through boycott and reward socially responsible firms through purchasing their product. In this way, ethical consumption is an important driver of the business case for CSR.
Consumer rights are the
consumer’s entitlement to be treated fairly and with respect when they enter into an exchange with a seller (Crane & Matten, 2010).
First, when conducting
market research, marketers should attend to responsibility issues related to the respondent, the client and the society generally. This stem from privacy concerns when surveying the public, marketing education encouraging increased information gathering, saturation forcing marketing researchers to find innovative ways to gather information, and the motive to maximize profits from client relationships (Murphy, Laczniak, Bowie, & Klein, 2005).
Harrison, Newholm, & Shaw, Consumers make many
2005 buying decisions daily. Compelling impulses guides the culture of modern consumption towards consumption ethics consideration.