audit & assurance

jeff joireman: how csr drives consumer behavior | know-how korner

beyond its ethical implications, csr can bring tangible financial gains, including increased sales and market share.  

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know-how korner
with donny shimamoto
center for accounting transformation

corporate social responsibility has become more than just a buzzword; it’s a critical component of modern business strategy.

more: donny shimamoto

in the latest episode of know-how korner, donny shimamoto hosts jeff joireman, a distinguished professor of marketing at washington state university, who shares his extensive research on csr and its profound impact on consumer behavior. 

over the past few decades, csr has become vital for companies building long-term customer relationships. but what exactly drives this trend, and how does it influence consumer behavior? jeff joireman’s research offers valuable answers. 

“csr is no longer just an optional add-on for companies,” joireman explains. “it has become an essential part of a company’s identity, affecting how consumers perceive the brand and ultimately influencing their purchasing decisions.” 

joireman’s studies reveal that consumers increasingly favor companies that demonstrate a commitment to social and environmental causes. this preference is rooted in a deep desire to support businesses that align with their values. companies that engage in meaningful csr activities often see enhanced trust and loyalty from their customer base. 

“consumers are more likely to remain loyal to a brand they believe is genuinely contributing to society,” says joireman. “this loyalty isn’t just a short-term gain; it’s a long-term investment that pays off in sustained customer relationships.” 

but csr isn’t just about doing good—it’s also good for business. joireman highlights that companies with strong csr initiatives often experience increased profitability and market share. consumers are willing to pay a premium for products and services from companies they believe are making a positive impact. 

“csr can differentiate a company from its competitors,” joireman notes. “in a crowded market, csr can be the deciding factor that tips the scales in favor of one brand over another.” 

for accounting professionals, joireman’s insights underscore the importance of integrating csr into financial reporting and decision-making processes. as companies increasingly prioritize csr, accountants’ role in ensuring transparency and accountability in csr initiatives becomes even more critical. 

top 10 takeaways 

  1. csr has evolved from a luxury to a necessity in modern business strategy. 
  2. consumers are increasingly basing their purchasing decisions on a company’s csr initiatives. 
  3. companies that engage in meaningful csr activities often experience enhanced consumer trust. 
  4. trust built through csr leads to long-term customer loyalty. 
  5. younger consumers are particularly drawn to brands that prioritize social and environmental issues. 
  6. csr initiatives can differentiate a brand in a crowded market. 
  7. businesses that neglect csr risk losing out on market share and profitability. 
  8. consumers are often willing to pay a premium for ethically produced products. 
  9. for accounting professionals, csr must be integrated into financial reporting and decision-making. 
  10. the future of business success lies in effectively communicating and demonstrating csr impact. 

 

 

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