GIVING THE GIFT OF GOODNESS: AN EXPLORATION OF SOCIALLY RESPONSIBLE GIFT-GIVING

Previous research examining the consumer response to CSR activities demonstrates a mostly positive response. This has been illustrated via increased customer loyalty (e.g., Du, Bhattacharya and Sen 2008) as well as a willingness to pay premium prices (e.g., De Pelsmacker, Driesen & Rayp 2005). However, in a review of the research examining the stakeholder response to CSR activities, Peloza and Shang (2011) suggest that not all CSR activities provide similar value to consumers. They suggest that different CSR product types – experiential, symbolic and functional – provide an interesting lens through which to better understand the value that CSR activities provides. This current research explores one of these specific CSR product types (i.e. symbolic) and focuses on a unique form of consumption behaviour: gift giving. Through thirty depth consumer interviews, we develop a typology of consumers based on whether consumers integrate CSR-related information into purchases for their themselves and for purchases for others (i.e., gifts). In doing so, we identify a number of key themes that motivate each of our four segments of consumers. We find that in some instances, consumers actively avoid purchasing products from socially responsible organizations and did so with the intention of managing their impressions with the gift recipient. This is counter to previous research that suggests consumers often choose to make socially responsible consumption decisions in efforts to satisfy self-presentation concerns (i.e., Griskevicus et al, 2010). In addition, the decision to engage in socially responsible consumption for oneself but not for others was motivated by a variety of factors including the role of the recipient and a concern over the credibility of socially responsible gifts. Finally, some participants who do not incorporate CSR into their own personal consumption chose gifts that supported a variety of CSR activities in an effort to build awareness for socially responsible organizations.

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