Measuring Levels of Skepticism Towards Corporate Social Responsibility (CSR) Activities.

Abstract

This study aims to examine how skepticism, as a personality trait, towards CSR initiatives of companies affects students’ decisions to reward (support by purchasing) or punish (by boycotting) companies for their behaviour. The literature review suggests that very few studies considered skepticism as a possible determinant of consumer attitudes towards CSR. A mixed method approach was taken to ensure triangulation, including the use of both qualitative and quantitative research methods. Interviews were conducted to understand students’ perceptions of CSR in general, and quantitative data was gathered to quantify the findings. A scale developed by Hurtt (2010) was adopted to assess levels of students’ skepticism. Further measurements, based on Carroll’s pyramid of corporate social responsibility, were used to assess student evaluations of CSR. An additional measurement was deployed to determine whether the participants were more predisposed to reward or punish companies. The research findings suggest that skepticism is not a determinant in affecting opinions about companies CSR.