Les actions citoyennes des entreprises, quels impacts sur le comportement du consommateur ?

Mohamed BELAFHAILI, Said HINTI, Adil EL MARHOUNE

Résumé


Nowadays, business leaders’ responsibility is not limited to the profit maximization anymore. The attitude toward natural, human and social environment must be taken into consideration. The company reputation related to these fields has become a competition asset.
The emphasis on this attitude is even more important with the emergence of a new generation of customers, the ones who do not hesitate to express their opposition to some companies’ commercial practices.
Our article follows the same logic and puts the focus on the effects of companies’ socially responsible actions on the customer behavior.


Mots-clés


Socially responsible corporations, socially responsible consumption, boycott, trust, commitment, citizen brand, relationship marketing

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