Social responsibility has become a number one topic in academic, professional and everyday life. Corporate social responsibility is, however, theoretically and research-wise focussed on companies, their benefits and challenges; this has led to a predominantly onedimensional view on (communicating) social responsibility. Research efforts are seldom oriented towards consumers and their construction of social responsibility and neglect processes of sensemaking of social responsibility. This paper argues we need to better understand a consumer as an active receiver and sender in order to be more successful in communication processes and discussions about social responsibility with them.
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