( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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EFFECTIVENESS OF CORPORATE SOCIAL RESPONSIBILITY IN CONSUMER BEHAVIOR

    1 Author(s):  VIKAS

Vol -  3, Issue- 2 ,         Page(s) : 321 - 331  (2012 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

In current business environment, corporations are trying to find the ways of optimization to triple bottom line concept of sustainability management. Triple bottom line (TBL) is an important concept to create a positive impact of business organization in the society, environment, and the business community. The objective is to achieve sustainability by equally balancing economic, environmental and social criteria. Corporations bridge interrelationship between economic, social and environmental aspects through their business. This concept is famously known as corporate social responsibility (CSR), and is focus of business literature since recent decades. Corporate social responsibility (CSR) often referred as corporate citizenship, corporate social performance and sustainable responsible business, is focus of management researchers and business practitioners. Corporate social responsibility is defined (Wood, 1991), as “a business organization’s configuration of principles of social responsibility, processes of social responsiveness, and policies, programs, and observable outcomes as they relate to the firm’s societal relationships.” Current corporate performance measures involve the corporate social performance.

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