November 22, 2009
UTNE READER

The Other CSR: Consumer Social Responsibility

(Page 2 of 2)

October 12, 2006
Timothy M. Devinney, Patrice Auger, Giana Eckhardt, and Thomas Birtchnell Stanford Social Innovation Review 
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With a change in marketing tactics, these researchers believe that ethical businesses could win over hard-to-reach shoppers. Social issues should be chosen carefully, as consumers need to see a direct link between buying a certain product and its effect on society. To wit: A 10 percent donation to an AIDS charity for buying a pair of pants is not as convincing as buying biodegradable dish soap. Consumers also need to know that the product they're buying is functional in comparison to conventional brands -- no one wants to waste money on a product that doesn't do its job. For the rational consumer, social responsibility is only icing on the capitalist cake, but if it's the right icing people may just be willing to pay for it. -- Suzanne Lindgren

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