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Kommunikation von Corporate Social Responsibility (CSR) auf Internetseiten von Öko-Unternehmen: Wie beurteilen Konsumenten die Glaubwürdigkeit der CSR-Kommunikation?

Gider, Denise and Hamm, Ulrich (2015) Kommunikation von Corporate Social Responsibility (CSR) auf Internetseiten von Öko-Unternehmen: Wie beurteilen Konsumenten die Glaubwürdigkeit der CSR-Kommunikation? Paper at: 13. Wissenschaftstagung Ökologischer Landbau, Hochschule für nachhaltige Entwicklung Eberswalde, 17. - 20. März 2015.

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Summary

Only if consumers perceive organic products as credible, they are willing to pay a price premium. One measure to enhance the credibility of organic products is CSR. So far, there are no studies on how consumers evaluate the credibility of CSR communication of organic companies (OCs). Therefore, 21 think-aloud protocols were conducted, during which respondents searched for CSR information on websites of OCs. The protocols were analysed by qualitative content analysis and examined according to the two factors of credibility: expertise and trustworthiness.
Overall, the evaluation of trustworthiness was more relevant to the consumers compared to the perceived company’s expertise in CSR. Aspects such as knowledge on organic standards of the consumers (forgoing of GMOs) and the provision of precise information on CSR activities influenced trustworthiness. By more specific CSR communication, OCs can increase their credibility, generate customer loyalty and differentiate themselves from conventional companies’ CSR.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Corporate Social Responsibility, Glaubwürdigkeit, Methode Lautes Denken, onlinebasierte CSR-Kommunikation, Nachhaltigkeitsmarketing
Subjects: Food systems > Policy environments and social economy
Research affiliation: International Conferences > 2015: Scientific Conference of the German Speaking Countries > Socioeconomics
Germany > University of Kassel > Department of Agricultural- and Food Marketing
ISBN:978-3-89574-885-1
DOI:26731
Related Links:http://www.uni-kassel.de/go/alm, http://www.wissenschaftstagung.de/
Deposited By: Gider, M.Sc. Denise
ID Code:26731
Deposited On:22 Jun 2015 14:22
Last Modified:14 Jan 2016 10:20
Document Language:German/Deutsch
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:Dieser Beitrag ist im Tagungsband der 13. Wissenschaftstagung erschienen.
Häring, A.M., Hörning, B., Hoffmann-Bahnsen, R., Luley, H., Luthardt, V., Pape, J., Trei, G. (Hrsg.)(2015):
Am Mut hängt der Erfolg - Rückblicke und Ausblicke auf die ökologische Landbewirtschaftung.
Beiträge zur 13. Wissenschaftstagung Ökologischer Landbau, Hochschule für nachhaltige Entwicklung Eberswalde, 17.-20. März 2015
Verlag Dr. Köster, Berlin

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