Corporate Social Responsibility (Csr) : Gap Case Study Analysis

3609 words - 14 pages

M231 Consumer Behaviour Reports 2007/8Name:Weighting Marks %Literature on the chosen topic in consumer behaviour /30Methodology for the investigationResearch instrument being used /20Data analysis and Findings /25Conclusions recommendations including presentation /25Referencing and / or BibliographyTotal ………. /100CommentsContents1. Introduction 42. Literature Review 42.1 Company Background 42.2 Corporate Social Responsibility 52.3 Attitude theory 52.4 Balance Theory 72.5 Demographics 73. Methodology 83.1 Hypotheses and Variables 83.2 Sample 83.3 Framework 93.4 Measure 103.5 Questionnaire Distribution and Sampling Design 104. Data Analysis 105. Results 136. Conclusions and Recommendations 137. Appendix 148. References 29AppendixAppendix1: Questionnaires 14Appendix2: Characteristic of Sample 17Appendix3: Distribution of overall attitude scores 17Appendix4: Factor analysis and reliability for overall attitude scores 18Appendix5: Independent-sample t-test results 19Appendix6: One-way ANOVA results 19Appendix7: Characteristic of Sample (Further Analysis) 21Appendix8: Independent-sample t-test results (Further Analysis) 23Appendix9: One-way ANOVA results (Further Analysis) 24Figures1. Carroll's four-part model of corporate social responsibility 52. Dimensions of attitude 63. Balance Theory 74. Conceptual Framework 10Equations1. Fishbein Model 6Tables1. Analysis of variance of overall attitude scores for demographics 112. Analysis of variance of overall attitude scores fordemographics within groups of current and non-current customers 121. IntroductionIt has long been acknowledged that social responsibility is an important duty of businesses (McGuire, et al., 1988). As a result, consumers have been more concerned about environmental and ethical issues in their consumptions; they are using their spending power to make a different (Irving, et. at., 2002). Consequently it is important for company to develop sustainable social and environmental strategies as an investment in reputation and satisfy consumer demand (McGuire, et al., 1988; Crane and Matten, 2004; Kotler and Armstrong, 2006).The purpose of this paper is to collect demographic data and measure attitudes to social responsibility commitment in the area of child labour practice of Gap Inc. The paper begins with literature review on the background and ethical value of Gap Inc., followed by relevant theories. After that 2 hypotheses will be formulated from research problem and all independent and dependent variables will be indentified. The questionnaire will be developed from the formulated hypotheses by following theories, and later on will be applied for data collection from selected population. Finally, the collected data will be analysed and interpreted.2. Literature Review2.1 Company BackgroundGap is one of the leading retailer offering products from clothing, accessories and personal care products ( It has over 31,000 stores...

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