The impact of Corporate Social Responsibility on the Emotional vs. Ethical Decision-Making Process - A Norwegian Case Study

The climate for business is changing. In today’s competitive market environment, corporate social responsibility (CSR) represents a high-profile notion that has strategic importance to many companies. CSR can be much more than a cost, a constraint, or a charitable deed. It can be a source of opportunity, innovation, and competitive advantage. To make CSR a competitive advantage it is essential to understand how CSR influences consumer decision-making process. This paper has attempted to distinguish perspectives on CSR between emotional and rational purchase decisions within Norwegian consumers. The methodology utilised two organisational interviews and two focus groups, all conducted in Stavanger, Norway, aimed at understanding actual behaviour. The findings of this paper suggested some advantages of CSR efforts to be brand attitude, purchase intentions, differentiation strategy, financial performance, and employee’s motivation. Furthermore, the findings suggested that emotional products are more likely to have a higher direct effect on consumers purchase behaviour in correlation to companies’ CSR efforts. This is a result of consumer perception of rational and high involvement products being too important to be influenced by external factors, in this case CSR efforts.