CSR Within Large Retailers International Supply Chains

An increasing interest in ethical issues such as Corporate Social Responsibility (CSR) and its environmental and social implications related to relationships between firms and consumers has been well investigated by various existing studies (Dagnoli, 1991; Shaw e Clarke, 1999; Shaw e Shui, 2001; Caselli, 2003; Pepe, 2003; Maignan e Ferrel, 2004; Sciarelli, 2007). In the last few decades, ethics in business activities has become part of the wider concept of CSR, which is developing from a good idea to a critical part of business activity. In particular, CSR has become important in terms of consumers’ perceptions, so it has become important for all consumer-oriented firms. Today's aware, educated consumers are not only interested in new products; they also want to know more about the companies that produce these products, the labour conditions under which they were produced, and how their production impacts the environment and economic growth of the local communities along the companies’ supply chains (Strong, 1996; Shaw and Clarke, 1998, Harrison et al., 2005).. As consumers become more aware of ethical behaviours, their motivation is increasingly toward a balance between personal and social benefits (Freestone e McGoldrick, 2008; Macchiette and Roy, 1994; Hemingway and Maclagan, 2004). In response, companies have increased their levels of ethical and social responsibility by implementing methodologies linked to CSR initiatives. Extant debates in the literature have found a positive correlation between clear CSR and business performance (Balabanis et al., 1998). Recently, the importance of CSR has increased in all economic sectors. Particularly in the retail sector, large international retailers are investing heavily to cope with the ethical demands of consumers and increase their own awareness