The effects of corporate social responsibility on competitiveness of firms: A research on consumers attitudes

Businesses and society have always been interaction in modern life. However, today, companies become so huge that their decisions and practices affect society and nature at a level that haven?t been before. Besides, increasing number of individuals become more conscious about social issues such as human rights, workplace safety and health, environmental consequences of practices of firms, etc. Additionally, companies started to focus on their long-term sustainable developments instead of short-term gains that would damage their future potentials.Corporate Social Responsibility (CSR) emerged as a phenomenon that covers both societies? concerns and expectations about social issues, and companies? concerns over sustainable development and social well-being. By its broadest definition, CSR can be viewed as companies? efforts to eliminate their harmful effects and to maximize their positive contributions on society and environment. CSR is beyond a set of social practices. It further has significant importance as a managerial philosophy on the improvement of society?s welfare and on the sustainable development of companies.This study is particularly concerned with presenting competitive advantages that CSR can provide to companies. In this context, an experimental research was designed towards consumer group as a powerful stakeholder to examine their evaluations of CSR practices of firms. As a result, it was found that companies that have positive CSR practices also have better images in the minds of consumers compared to companies that have negative CSR practices. That is, CSR emerges as a factor that influences companies? relationships with their consumers and the success of marketing actions.