The Open University ’ s repository of research publications and other research outputs Do consumers really care about corporate responsibility ? Highlighting the attitude - behaviour

According to the press in recent months a good corporate reputation for responsible marketing is a key element in business success. One justification for this is the assumption that consumers are interested in how company’s behave and this has an influence upon their consumption behaviour. There is also the suggestion that a financial payoff is to be gained from good behaviour. Conflicting reports in previous research cast doubt upon the reliability of these assumptions, and there are few studies which unequivocally support positive consumer purchasing in return for responsible marketing. This paper reviews current opinion and evidence in relation to the growing interest in corporate reputation and reports findings from focus group research which casts doubt upon the efficacy of corporate reputation to influence positive consumer purchase behaviour.