The purpose of this research is to develop an understanding of the added value created through a company’s ethics. The use of Tesco as a case study offered the opportunity to evaluate a highly recognised brand with strong CSR policies.
An online questionnaire involving 87 participants and semi structured interviews with 2 members of staff were used to collect quantitative and qualitative data to determine relationships between the awareness of CSR and the influence on a customer view on the brand.
The research determined that literature identifies several quantifiable benefits of good CSR practices. However, the primary research involving Tesco customers indicated that CSR can only add value if they are hyper-aware. The questionnaire results suggest that customer awareness, although differing in each area, were ultimately lower than required for Tesco to benefit from their implementation of CSR practices.
The results provided allow the researcher to provide recommendations for Tesco to both raise awareness and improve their social responsibility whilst furthering the added value for customers.