BARA FÖR ATT PLOCKA POÄNG? : – En studie kring konsumenters syn på Max marknadsföring av sitt CSR-arbete

by Hjelm, Ingrid; Tingström, Emelie

This study investigates how consumer attitudes toward a company are affected by the company’s Corporate Social Responsibility work and their marketing efforts thereof. The Swedish fast food chain “Max” provides the empirical setting. The theoretical framework for the study is based on Vanhamme and Grobben’s (2009) model regarding CSR’s effect on a company’s reputation, which is connected to perceptions’ effect on attitude based on Fishbein and Ajzen’s (1975) theory. The empirical material consists of the results from three focus groups, an interview with the marketing director at Max and information available at Max’ website. The conclusion of the study is that consumers are positively affected by a company’s engagement in CSR: however, too extensive marketing efforts can create a negative backlash. In spite of this the positive attitude of CSR outweighs the negative attitude toward the marketing efforts, which implies that CSR and the marketing thereof as a whole affect the consumer attitudes positively.