The present research investigates whether and under what conditions consumers react to different kinds of luxury companies’ CSR initiatives. Using the Carroll’s four dimensions model of CSR, we argue and demonstrated that luxury companies’ internal (versus external) CSR initiatives increase willingness to buy luxury products for customers who buy luxury mainly for individual style and not for status.
Luxury and sustainability: The role of corporate social responsibility / Donato, Carmela; De Angelis, Matteo; Amatulli, Cesare. - Proceedings della XIV° SIM Conference, (2017), pp. - (Il Marketing di Successo: Imprese, Enti e Persone, Bergamo
Luxury and sustainability: The role of corporate social responsibility
Donato, Carmela
;De Angelis, Matteo;Amatulli, Cesare
2017
Abstract
The present research investigates whether and under what conditions consumers react to different kinds of luxury companies’ CSR initiatives. Using the Carroll’s four dimensions model of CSR, we argue and demonstrated that luxury companies’ internal (versus external) CSR initiatives increase willingness to buy luxury products for customers who buy luxury mainly for individual style and not for status.
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