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FrancoAngeli Journals

Articles

N. 1 (2021)

I rischi della Corporate Social Responsibility per le imprese etiche e lo scetticismo del consumatore green

DOI
https://doi.org/10.3280/cgrds1-2021oa10552
Inviata
17 October 2020
Pubblicato
15-03-2021

Abstract

Il presente studio ha l’obiettivo di indagare la percezione dei consumatori riguardo le attività di corporate social responsibility (CSR) di una azienda impegnata nel sociale che, tuttavia, non gode di un giudizio favorevole presso i propri consumatori, allo scopo di verificare se ad un giudizio negativo dell’impresa corrisponde una percezione negativa anche delle pratiche di CSR. A tale scopo, si persegue un duplice obiettivo: 1) individuare l’esistenza del fit tra il core business dell’azienda in questione e le attività di CSR intraprese dall’impresa, per comprovare l’eticità dell’impresa in questione; 2) identificare l’eventuale fit tra la comunicazione delle attività di CSR dell’azienda e la percezione delle attività etiche dell’impresa da parte dei consumatori.
La ricerca è basata sulla metodologia del case study, che esamina il caso aziendale Ferrovie dello Stato (FS), tramite l’analisi di dati secondari e dati primari. I risultati confermano l’esistenza del fit tra il core business e le attività di CSR di FS ma, allo stesso tempo, mostrano una discrepanza tra la comunicazione delle attività di CSR dell’azienda e la percezione delle stesse da parte dei consumatori.

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