CSR communication and credibility

Companies construct values through Corporate Communications by defining the meaning of a
“conscious consumer”, a “responsible company”, and “responsible behaviour”. To date research
on the choice of CSR communication channels for reputation success has only generated a few
findings (cf. Eisenegger & Schranz, 2011, p. 89).

The aim of this study is to evaluate the credibility of sources of CSR information concerning
(socially and ecologically responsible) consumers. By means of an online survey (n=709), the
relevance of CSR product characteristics for the subjects, the credibility of CSR sources,
attitude towards food retailers, and attitude / purchase intention of organic private labels were
assessed.

It was found that Austrian consumers classify an average print medium reporting on CSR
activities of retailers as significantly more credible than an online medium and that they rate a
company-external medium as more credible than any in-house media. The sources of CSR
information considered most credible are consumer magazines, personal conversations with
friends / relatives, and certificates issued by independent organizations. The more important
CSR product features are considered to be, the higher are the credibility of CSR-print and
external CSR sources. The credibility of CSR sources has a significant influence on attitude
towards food retailers and labels as well as on the purchase intention.
It should be noted that the focus of the study represents only one component of CSR
communication. In particular, the latest developments in the field of social media and the
integration of customers in corporate sustainability communication need to be explored.