Rethinking How We Measure Corporate Social Responsibility A
Comparative Analysis of Four Consumer- Oriented CSR Rating Systems
Ellis Jones, Ph.D.
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The increasingly common practice of self- regulation in which
companies account for their own environmental, social, economic
(and political) impacts on communities in some way connected to
their own operations. Lindgreen and Swayne (2010), Crane et al
(2007), Springer (2005), Carroll (1999) The increasingly common
practice of self- regulation in which companies account for their
own environmental, social, economic (and political) impacts on
communities in some way connected to their own operations.
Lindgreen and Swayne (2010), Crane et al (2007), Springer (2005),
Carroll (1999) CORPORATE SOCIAL RESPONSIBILITY (CSR)
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The collective behavior of consumers who choose producers and
products based on ethical considerations including sustainability,
justice, and fairness as a way to participate in the solutions to
global problems. (a.k.a. political consumerism) Byrant &
Goodman (2004), Micheletti (2003) The collective behavior of
consumers who choose producers and products based on ethical
considerations including sustainability, justice, and fairness as a
way to participate in the solutions to global problems. (a.k.a.
political consumerism) Byrant & Goodman (2004), Micheletti
(2003) ETHICAL CONSUMERISM
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GREENWASHING a specific type of media distortion that
institutions (corporations) use to inflate the perception of their
pro-environmental (and pro-social) behavior - Deegan (2002),
Lydenberg (2002), Owen & Swift (2001), Beder (1997), Bruno
(1997) a specific type of media distortion that institutions
(corporations) use to inflate the perception of their
pro-environmental (and pro-social) behavior - Deegan (2002),
Lydenberg (2002), Owen & Swift (2001), Beder (1997), Bruno
(1997)
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THE PROBLEM OF GREENWASHING
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HOW DO CONSUMERS NAVIGATE GREENWASHING? CONSUMER-ORIENTED CSR
RATING SYSTEMS HOW DO CONSUMERS NAVIGATE GREENWASHING?
CONSUMER-ORIENTED CSR RATING SYSTEMS
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FOUR CSR RATING SYSTEMS ETHICAL CONSUMER (UK) ETHICAL CONSUMER
GROUP (AUS) GOODGUIDE (US) BETTER WORLD SHOPPER (US)* ETHICAL
CONSUMER (UK) ETHICAL CONSUMER GROUP (AUS) GOODGUIDE (US) BETTER
WORLD SHOPPER (US)*
INTRODUCTION: SUMMARIZE PRESENTATION INTRODUCTION: SUMMARIZE
PRESENTATION WEB BOOKLET APP ETHICAL CONSUMER GROUP (AUS)
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INTRODUCTION: SUMMARIZE PRESENTATION INTRODUCTION: SUMMARIZE
PRESENTATION GOODGUIDE (US) WEB APP
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INTRODUCTION: SUMMARIZE PRESENTATION INTRODUCTION: SUMMARIZE
PRESENTATION BETTER WORLD SHOPPER* (US) WEB BOOK APP
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METHODS ANALYZED 106 COMPANIES IN COMMON RATED BY ALL 4 SYSTEMS
RATINGS STANDARDIZED INTO QUINTILES (BEST, BETTER, AVERAGE, WORSE,
WORST) ANALYZED 106 COMPANIES IN COMMON RATED BY ALL 4 SYSTEMS
RATINGS STANDARDIZED INTO QUINTILES (BEST, BETTER, AVERAGE, WORSE,
WORST)
SUMMARY OF FINDINGS 1.GEN. AGREEMENT ON WHAT CSR IS
ENVIRONMENTAL, SOCIAL, ANIMAL*, POLITICAL** 2.SOME DISAGREEMENT
OVER METHODS 3 rd PARTY (NONPROFIT) SOURCES + MEDIA COVERAGE, +
CORPORATE SURVEYS, + CSR INVESTMENT RATINGS 3.MORE AGREEMENT THAN
DISAGREEMENT VARIATION SEEMS TO COINCIDE WITH MAJOR METHODOLOGICAL
CHALLENGES 1.GEN. AGREEMENT ON WHAT CSR IS ENVIRONMENTAL, SOCIAL,
ANIMAL*, POLITICAL** 2.SOME DISAGREEMENT OVER METHODS 3 rd PARTY
(NONPROFIT) SOURCES + MEDIA COVERAGE, + CORPORATE SURVEYS, + CSR
INVESTMENT RATINGS 3.MORE AGREEMENT THAN DISAGREEMENT VARIATION
SEEMS TO COINCIDE WITH MAJOR METHODOLOGICAL CHALLENGES
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RESULTS: THERE IS SOME CONSENSUS EMERGING UNANIMOUS AGREEMENT
(3%)* MAJORITY AGREEMENT (18%)* COMPLETE DISAGREEMENT (13%)*
UNANIMOUS AGREEMENT (3%)* MAJORITY AGREEMENT (18%)* COMPLETE
DISAGREEMENT (13%)*
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RESULTS: CONSENSUS COMPANIES
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FOUR REQUIREMENTS FOR BETTER RESEARCH & ACTION 1.CLARIFY
CSR MESSAGES FOR CONSUMERS CONFLICTING INFORMATION LEAD TO
CONFUSION 2.REQUIRE INCREASED TRANSPARENCY LEGISLATIVE MANDATE TO
TRACK BEHAVIOR 1.DESIGNATE GREENWASHING AS FRAUDULENT SIGNIFICANT
SANCTIONS FOR DECEIVING THE PUBLIC 1.EDUCATE CONSUMERS ON ECONOMIC
ROLE RESPONSIBILITY FOR COMPANIES & CONSUMERS 1.CLARIFY CSR
MESSAGES FOR CONSUMERS CONFLICTING INFORMATION LEAD TO CONFUSION
2.REQUIRE INCREASED TRANSPARENCY LEGISLATIVE MANDATE TO TRACK
BEHAVIOR 1.DESIGNATE GREENWASHING AS FRAUDULENT SIGNIFICANT
SANCTIONS FOR DECEIVING THE PUBLIC 1.EDUCATE CONSUMERS ON ECONOMIC
ROLE RESPONSIBILITY FOR COMPANIES & CONSUMERS
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Thank you for your time. More details available: You can
contact me at: www.betterworldshopper.org [email protected] More
details available: You can contact me at:
www.betterworldshopper.org [email protected]