1 - PEDRO DE CONTO UFRGS - Universidade Federal do Rio Grande do Sul - PPGA - Programa de Pós-Graduação em Administração
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Reumo
For decades, marketing was committed to satisfying customers in the short run and avoiding making moral or ethical judgments. Companies were not so much concerned with the long-term well-being of consumers until society started questioning firms’ responsibilities. Through the evolution of marketing thought, several concepts and definitions have attempted to understand and explain the complex relationships between marketing and society. Amid this context, this paper first attempts to differentiate the concepts of social marketing, societal marketing, and corporate social responsibility (CSR). Next, consumer social responsibility (CnSR) is defined as the conscious and deliberate choice to make certain consumption choices based on personal and moral beliefs” (DEVINNEY et al. (2006, p. 3). By bringing the CnSR construct into the discussion, it is argued that consumers play a key role in the implementation of CSR programs. It is argued that for corporate social responsibility to flourish, it needs to be accompanied by CnSR. Similarly, if the relationship between CSR and CnSR is truly proportional and of prominent interdependence, the debates over CnSR are worthy of more academic attention.
For decades, marketing was committed to satisfying customers in the short run and avoiding making moral or ethical judgments. Companies were not so much concerned with the long-term well-being of consumers until society started questioning firms’ responsibilities. Through the evolution of marketing thought, several concepts and definitions have attempted to understand and explain the complex relationships between marketing and society. Amid this context, this paper first attempts to differentiate the concepts of social marketing, societal marketing, and corporate social responsibility (CSR). Next, consumer social responsibility (CnSR) is defined as the conscious and deliberate choice to make certain consumption choices based on personal and moral beliefs” (DEVINNEY et al. (2006, p. 3). By bringing the CnSR construct into the discussion, it is argued that consumers play a key role in the implementation of CSR programs. It is argued that for corporate social responsibility to flourish, it needs to be accompanied by CnSR. Similarly, if the relationship between CSR and CnSR is truly proportional and of prominent interdependence, the debates over CnSR are worthy of more academic attention.