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Consumer Engagement in CSR of Big Finnish Companies

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Consumer Engagement in CSR of Big Finnish Companies

This thesis studies how big Finnish companies engage consumers in their corporate social responsibility (CSR). The aim of the study additionally included researching what benefits, challenges and possibilities companies see in engaging consumers and what CSR characteristics companies display as a group. The study was conducted using a survey and semi-structured interviews. The target group were the CSR experts and other personnel working with CSR of the 500 biggest companies in Finland as defined by the Talouselämä 500 report. The theories presented in this thesis are about stakeholder engagement, CSR and stakeholder engagement in CSR. The main theoretic models that the survey and semi-structured interviews are based on are CSR: Dimensions of Sensemaking Process (Basu & Palazzo 2008) and A process model of operationalizing stakeholder engagement in CSR (Lane & Hurst 2017). This study found that companies primarily use engagement methods like surveys to engage consumers, that one of the main benefits that the companies perceive getting from the engagement is data and opinions of the consumers to guide CSR work, and that challenges included getting consumers to engage with the company as well as CSR being a complex topic for consumers.

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