The impact of corporate social responsibility (CSR) initiatives on brand image : a study of consumer's perceptions of Finland

Abstract

Unilever's Finnish CSR initiatives were examined for brand image implications in this thesis. To assess how the company's social and environmental actions affect consumer trust, loyalty, and sales. In a sustainable, ethical, and socially responsible market, CSR's sensitive relationship with consumer perception is handled. Carroll's pyramid of CSR theory and CSR and brand image empirical literature were used. Finnish clients were surveyed online on a Likert scale for quantitative research. I studied how consumer perceptions of its CSR efforts, environmental sustainability, ethical sourcing, and community participation, impact brand trust, loyalty, and purchases.

Several respondents applauded the company's ethics and sustainability. For instance, 47% strongly felt that Unilever's CSR improved its brand. This suggests most consumers associate the company's CSR with ethics, social responsibility, and sustainability. In the survey, 30% were indifferent to Unilever's brand image and 9% were suspicious, perceiving its CSR actions as marketing rather than social and environmental impact. Good communication and transparency are crucial to CSR operations' authenticity and long-term success, which affect customer trust and engagement.

The survey found considerable disparities in consumer CSR opinions by age, gender, education, and job. Younger, more educated clients believed CSR boosted corporate image, but older, less educated ones were suspicious or indifferent. Demographics affect customer CSR sentiments, according to these facts. They recommend targeting certain consumer groups with CSR communications for greatest effect. Unilever's CSR awareness connected with brand satisfaction. Those with more awareness appreciated the company and purchased based on CSR.

Compared to existing literature, Carroll's Pyramid of CSR which emphasises social, environmental, and economic responsibilities to improve brand reputation and consumer loyalty, aligned with Unilever's CSR initiatives' positive consumer perception. According to the survey, Unilever struggles to engage hesitant or indifferent clients with CSR. Communication combines transparency, honesty, and long-term social and environmental objectives. How will these outcomes influence Unilever, consumers, investors, and governments? To improve consumer relations and economic success, CSR should reflect local values. This thesis linked CSR and brand image. Authentic CSR that meets consumer needs may increase brand image and loyalty. The results increased theoretical knowledge of corporate social responsibility (CSR) and brand image and provided practical advice for organisations seeking to improve their reputation by being socially and environmentally responsible. Better social and environmental impact studies, cross-cultural comparisons, and long-term CSR research are suggested.