Bewertung der Glaubwürdigkeit von CSR-Maßnahmen – Eine experimentelle Untersuchung zur Bedeutung von Engagement und CSR-Kommunikation am Beispiel eines fiktiven Unternehmens aus der Lebensmittelproduktion

The credibility factor plays a very important role in corporate communication (especially in the food sector). It was investigated how the commitment (financial and time resources of a project) and the communicated interests of a company, affect the evaluation of measures regarding credibility in the field of Corporate Social Responsibility (CSR). This was investigated based on a sample (n = 240) of 20- to 35-year-old persons living in Austria. The persons were recruited with the help of a survey institute and randomly assigned to four groups in equal parts (age structure, distribution female/male). This is intended to achieve the greatest possible degree of internal validity and comparability. Credibility for CSR measures is defined by attributions, basic evaluations of CSR measures, the constructs trustworthiness and competence, and the evaluation of the corporate image. The authors use a two-by-two factorial experimental research design. The results show that, contrary to expectations, commitment plays a subordinate role compared to the communicated interests or motives why a company devotes itself to the topic of CSR. It can be deduced from this that the main issue in connection with CSR is honest, transparent communication of the company's goals, in which the companies not only refer to their altruistic motives for society, but also to what benefits the company itself can derive from CSR activities.