Title: Consumer perception of CSR activities of the firm in retail sector: systematic literature review

Authors: Ekaterina Nazarenko

Addresses: Marketing Department, Graduate School of Management, Saint Petersburg State University, Volkhovsiy Per., 3, Saint Petersburg, Russia

Abstract: CSR perception by consumers started to play an important role in the retail industry. Consumer concern makes companies act socially and environmentally responsible. This paper aims to provide the results from the qualitative analysis that is presented in the form of a systematic literature review analysis. The main contribution of this paper is an integrated framework that shapes existing knowledge on consumer perception of CSR and summarises possible avenues of further research in the retail industry with a focus on consumer perception. The obtained outcomes will be valuable for marketing scholars who are working in this field as well as practitioners from the retail field who are interested in socially responsible activities.

Keywords: corporate social responsibility; CSR; retail CSR; sustainable retail; green retail; consumer behaviour; consumer decision making; consumer trust; consumer loyalty; stakeholder theory; systematic literature review.

DOI: 10.1504/IJMCP.2025.145430

International Journal of Management Concepts and Philosophy, 2025 Vol.18 No.2, pp.247 - 261

Received: 20 Sep 2023
Accepted: 23 Sep 2023
Published online: 01 Apr 2025 *

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