Understanding the role of Corporate Social Responsibility in Consumer Psychology: A case study of Keen Footwear, Rothy’s Shoes, Supra Footwear and Toms Shoes

Abstract

In recent years there has been a rise in brands that help with social issues. This paper will try to compare brands that have a social impact with brands that are attached to celebrity. I will compare the consumer’s choice between four companies, Keen Footwear, Rothy’s Shoes, Supra Footwear andTOMS Shoes. The purpose of this study is to prove that the consumer responds more to the social message over the celebrity that choses to endorse it. A strong and transparent corporate social responsibility fulfillment of a company actually makes a consumer choose it more.