The aim of this literature-based bachelor thesis is not only to prove the existence of a willingness to pay for social responsibility, but also to highlight significant factors that influence individual behaviour. First, two decision-making concepts will be described. Afterwards, the willingness to pay for social responsibility will be analysed, comparing both the consumer perspective and the investor perspective. This procedure allows a greater understanding and comparison of human behaviour in different situations. Even though both perspectives will be discussed, the main focus of this thesis lies on the investor perspective. Therefore, the loyalty of socially responsable investors, the principles of investing and the influencing factors on investor’s SRI behaviour will be analysed in more detail.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Decision-making characteristics
- Consumer perspective
- Investor perspective
- The loyalty of SRI investors
- Principles of investing
- Willingness-to-forgo for social responsibility
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This Bachelor thesis explores the concept of social responsibility and investigates whether consumers and investors are willing to pay a premium for products and investments that exhibit socially responsible practices. It aims to understand the decision-making processes involved in choosing socially responsible options and to analyze the factors influencing willingness-to-pay for social responsibility.
- Consumer behavior towards socially responsible products
- Investor preferences and decision-making in the context of socially responsible investing (SRI)
- Factors influencing willingness-to-pay (WTP) for social responsibility
- The impact of social responsibility on brand loyalty and investment decisions
- The role of fair trade and other ethical labels in promoting socially responsible consumption
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the concept of social responsibility and highlights the growing trend of consumers seeking socially responsible products. It establishes the research question: Are individuals willing to pay for the responsible behavior of companies?
- Decision-making characteristics: This chapter delves into the decision-making process of consumers and investors when faced with socially responsible options. It explores factors influencing their choices, such as personal values, brand perception, and ethical considerations.
- Consumer perspective: This chapter analyzes consumer behavior towards socially responsible products. It examines the factors influencing purchase decisions, including price sensitivity, brand loyalty, and awareness of social responsibility issues.
- Investor perspective: This chapter focuses on investor preferences and decision-making in the context of socially responsible investing (SRI). It explores the motivations of SRI investors, their willingness-to-forgo returns for ethical investments, and the principles guiding their investment choices.
Schlüsselwörter (Keywords)
The key terms and focus topics explored in this thesis include social responsibility, corporate social responsibility, consumer behavior, investor behavior, socially responsible investing (SRI), willingness-to-pay (WTP), fair trade, ethical consumption, decision-making, and brand loyalty.
- Citation du texte
- Hendrik Overwien (Auteur), 2018, Is there a Willingness-to-pay for Social Responsibility?, Munich, GRIN Verlag, https://www.grin.com/document/1119495
