New Book Chapter

in: Markovic, S. et al. (2023). Approaches to Corporate Social Responsibility: Knowledge, Values, and Actions.

In an era of #greenwashing, stakeholders are displaying heightened scrutiny and caution when evaluating firms‘ CSR knowledge, values, and actions.On this background, Marie Paiker, Eva Lienbacher and Christine Vallaster contributed a chapter on New Parents, New Shopping Habits? CSR Knowledge, CSR Cues, and Baby Product Advertisements:

Based on experiments, new parents were presented images of baby product advertisements featuring CSR cues. The results indicate that baby-related products, in particular, capture a significant amount of attention with regard to CSR cues. However, it’s important to note that visual attention to CSR cues doesn’t necessarily translate into a higher level of CSR knowledge. While factors like gender and parental status (being a parent or an expecting parent) have a limited impact on the attention given to CSR cues, age appears to be a more influential factor. These findings offer insights for marketers, helping them target specific product categories or consumer demographics to enhance the visibility and cognitive processing of CSR cues among consumers.

 Book,  Book Chapter