fusion point research Marketing Research Reports

Marketing to Corporate Social Responsibility in Retail

Understanding Their Role

Corporate Social Responsibility (CSR) are the actions of retailers beyond short-term profit making behavior.1 Most large retailer organizations have a CSR function, and formally practice and monitor CSR initiatives.2 The scope of CSR varies, but typically includes:

 

  • Ensuring ethics throughout the supply chain, focusing on principled sourcing.3
  • Environmental sustainability.4
  • Offering grants and charitable donations.5
  • Community development.6

 

Reasons for investing in CSR efforts also differ, but commonly include:

 

  • A moral obligation to be good corporate citizens.
  • Strengthen the company’s brand image.
  • Respond to criticism from NGOs, the media, or investors.
  • Prevent government regulation.
  • Support employee, community and/or consumer CSR efforts.7 8

 

Retailers generally publish annual CSR reports highlighting their programs and metrics.

“…we seek to use our scale and capabilities to help others – not only customers and other Walmart stakeholders, but also society at large.” – Walmart CSR.9

1 Jones, Peter, Daphne Comfort, and David Hillier. “Corporate Social Responsibility on the Catwalk.” Journal of Business & Retail Management Research 7, no. 1 (2012): 118 – 129. EBSCOhost(87513754).

2 See, as examples, Walmart at: corporate.walmart.com/global-responsibility/environment-sustainability/global-responsibility-report ; CVS at: www.cvshealth.com/about-us/corporate-responsibility ; Target at: http://corporate.target.com/corporate-responsibili...

3 See: http://corporate.walmart.com/global-responsibility... or see: www.macysinc.com/social-responsibility/code-of-con...

4 See, as an example: www.jcpenney.com/jsp/browse/marketing/promotion.jsp?pageId=pg40037900007 or see: http://corporate.target.com/corporate-responsibility/sustainability/ 5 See, as an example: www.corporatereport.com/walmart/2015/grr

6 Ibid.

7 Schramm-Klein, Hanna, Sascha Steinmann, Dirk Morschett, Bernhard Swoboda, and Joachim Zentes. “Do They Take It Seriously? The Impact Of Corporate Social Irresponsibility On Consumer Behavior In Retailing.” AMA Winter Educators’ Conference Proceedings 24 (2013): 70 – 71 EBSCOhost(86740046).

8 Jones, Peter, et al. “Corporate Social Responsibility….”

9 See: corporate.walmart.com/global-responsibility/environment-sustainability/global-responsibility-report

Feedback?

Not Required

Submitting Form...

The server encountered an error.

Message received. Thanks!

Copyright © 2016 Fusion Point Research, Inc.

Retailers use formal CSR functions to conduct a variety of non-profit making activities aimed at improving society as a whole.
fusion point research Marketing Research Reports
Retailers use formal CSR functions to conduct a variety of non-profit making activities aimed at improving society as a whole.
  • Ensuring ethics throughout the supply chain, focusing on principled sourcing.
  • Environmental sustainability.
  • Offering grants and charitable donations.
  • Community development.
  • A moral obligation to be good corporate citizens.
  • Strengthen the company’s brand image.
  • Respond to criticism from NGOs, the media, or investors.
  • Prevent government regulation.
  • Support employee, community and/or consumer CSR efforts.