How Corporate Social Responsibility Influence Customers Behavior: A Study Case of Lidl UK

This study examines the impact of corporate social responsibility (CSR) on customer behavior through a case study of Lidl UK. It explores the concept of CSR, its evolution, advantages and disadvantages, and how it influences the company's business environment. The study also aims to understand how Lidl UK is working to achieve CSR and how it influences individuals to buy from them. The research questions include consumer awareness of CSR, the influence of CSR policy on consumers, and their willingness to pay more for socially responsible products. The study uses Carroll's CSR pyramid, the Triple Bottom Line theory, and the Stakeholder theory to analyze the data.

How Corporate social responsibility influence customer`s behaviour?
A study case of Lidl UK
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Abstract
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Contents
Abstract.....................................................................................................................................2
Chapter 1 - Introduction.........................................................................................................4
Research Questions...............................................................................................................4
Rationale for research............................................................................................................5
Background of research.........................................................................................................5
Chapter 2 – Literature Review...............................................................................................7
Awareness about the concept of corporate social responsibility.........................................13
Influence of the CSR policy of an organisation on Consumers..........................................14
Are consumers willing to pay more for a product if it`s sold by a socially responsible
company..............................................................................................................................15
CSR in Lidl..........................................................................................................................16
Chapter 3 – Research Methodology.....................................................................................19
Chapter 4 – Data Analysis.....................................................................................................21
Chapter 5 – Conclusions and Recommendations................................................................22
REFERENCES.......................................................................................................................23
Appendix.................................................................................................................................24
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Chapter 1 - Introduction
Corporate social responsibility (CSR) once required explanation, but is now included in
almost every mission statement and has become increasingly important in recent years. It is true,
to a considerable extent, that consumer knowledge and government regulations have reduced the
harm caused by the business world to the society. However, it has been seen that when a conflict
arises between profit and doing the responsible thing, profit prevails. In their 2019 Authenticity
Gap Report, Fleishman Hillard Fishburn have highlighted that 59% of consumers said they
expect companies to make a stand on climate and environmental issues. Thus, the results of a
survey conducted by Brother UK and Telegraph Spark in 2019 showed that only 16% of the
business had corporate social responsibility in their top 3 focus for the near future. So, how
exactly CSR influences customers and how far are companies willing to go to gain more market
share based on CSR application into their organisation?
This study will look at the notion of CSR in terms of many patterns, such as its definition
and evolution, advantages and disadvantages, relationship to financial success, and how it
influences the company's business environment. As a result, this study will examine various
perspectives on CSR in order to identify its impacts and to highlight how it influence customers,
as well as to assess the impact of social activities on consumer attitudes.
As a case study LIDL UK was chosen as it had recently been named the UK`s cheapest
supermarket and it will be interesting to see if CSR weights more in customer influence or is
simply the price of their products that help them sustain a profitable business in the United
Kingdom.
This research aims to reflect how corporate social responsibility influences customers, in
general, but more precisely how are Lidl customers influenced by the organisation`s CSR policy.
The objectives are to understand how one of the biggest supermarket of United Kingdom is
working to achieve the corporate social responsibility which influences the individuals to buy
from them and to show that incorporating CSR ideals into company strategy boosts consumer
perceived value, resulting in increased satisfaction and loyalty.
Research Questions
Before starting the research, a few questions were formulated:
1. Are consumers aware of the concept of “corporate social responsibility”?
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2. Are consumer influences by the CSR policy of an organisation? If yes, to what extent?
3. Are consumers willing to pay more for a product if it`s sold by a socially responsible
company?
Rationale for research
I have chosen this topic because even though there have been various researches in
regards to the impact CSR have on customer behaviour, none of them were focused on the UK
grocery sector- and LIDL in special. Competition in the grocery sector is at its highest levels
ever and supermarkets market share percentage in UK is keep changing among the most well
known chains. What is determining this change? Is CSR a factor that influences customers so
much that they manage to change the ranking of the supermarkets in term of their market share?
Various studies have shown that a favourable link exists between a company's CSR
efforts and consumers' opinions about the firm and its products/services (Brown & Dacin, 1997;
Creyer Ross, 1997; Ellen, Webb, & Mohr, 2000). The methodology utilised in this study is based
on Carroll`s framework and it focuses mostly on CSR activities that go beyond a company's
primary duties, such as charitable and ethical actions.
Background of research
Nowadays, customers are more concerned than ever before about environmental
concerns. Over the last 20 years, there has been a steady increase in public awareness (Ottman,
2011). From the perspective of individuals and businesses, there is a great deal of interest in
green concerns and how to contribute to a more sustainable world. Friedman's economic premise
that "the [sole] social duty of a corporation is to enhance its profits" (Friedmann, 1970 in
Backhaus-Maul, Biedermann, Nährlich, and Polterauer, 2008, p. 485) can no longer be applied to
firms' functions.
Stakeholders, particularly customers, want businesses to be more than profit-generating
machines that deliver things at a reasonable price, but also to be decent corporate citizens.
Consumers are becoming more aware of the importance of corporate social responsibility (CSR)
and environmental concerns in company (Rommelspacher, 2012; Maignan and Ferrell, 2004;
Sen and Bhattacharya, 2001). On one hand, research show that customers have a more
favourable perception of a firm that acts responsibly and are inclined to reward CSR efforts
while punishing unethical behaviour (Creyer and Ross, 1997; Mohr, Webb, and Harris, 2001).
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Furthermore, studies suggest that when customers are exposed to CSR activities, their
customer loyalty, purchasing intentions, views about a firm, and other consumer behaviour
characteristics increase (Pirsch, Gupta and Grau, 2007). In contrast, according to a poll
conducted by Carrigan and Attalla (2001), the majority of customers exhibit a desire to favour
morally defendable items, but only a small percentage actually purchase them. The supermarket
business is the one that has gotten the most attention when it comes to problems of corporate
social responsibility (Hughes, 1995).
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Chapter 2 – Literature Review
CSR Evolution
The concept of Corporate Social Responsibility (CSR) has been around since 1917, when
Henry Ford declared that in business we should do as much as possible for everyone involved,
provide jobs, protect environment and make money at the same time (Lee,2008) but it was not
widely applicable or mentioned
One of the first mentions about the concept happened in 1953 when Bowen published
"Social Responsibilities of the Businessman" where he defined CSR as the obligations that
require company leaders to make judgments and carry out actions that are desired and
appreciated by society. (Bowen, 1953). Bowen is known as the "Father of CSR" for his early and
seminal work which is regarded as noteworthy work of the period.
There was a huge increase in attempts to make greater sense of what CSR mean after the
1960s, and Davis' work is regarded the most famous work from this era.
In 1966, Davis and Blomstrom published "Business and its Environment." They defined
CSR as a person's responsibility to consider the consequences of his decisions and actions on the
entire social system. On the other hand, Johnson saw corporate social responsibility as a tool to
maximize long term profits (Johnson, 1971).
Fitch (1976) defined CSR in terms of resolving social issues. He underlined that
"corporate social responsibility" is a genuine endeavour to tackle societal issues that are fully or
partially created by the company. This was a significant addition to the idea of CSR, with the
goal of realising the accountabilities of every organisation and corporation towards people and
society.
Carroll developed his four-part CSR Model, commonly known as the CSR Pyramid, in
1980. In the history of CSR, Carroll's model is the most well-known. This model is frequently
referred to for the purposes of implementing CSR practises or beginning CSR activities. CSR
involves the operation of a business in such a way that it is economically viable, law compliant,
ethical, and socially helpful (Carroll, 1991). It means that a company should, first and foremost,
strive to earn a profit, secondly, follow the law, thirdly, be highly ethical, and last, be a decent
corporate citizen.
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Researchers and intellectuals throughout the twentieth century added more appealing
elements to the CSR idea, such as stakeholders and the environment. CSR is described by the
European Commission as a concept in which businesses incorporate social and environmental
issues into their business operations as well as their interactions with stakeholders. In 2002, Lea
discussed how businesses engage with their workers, suppliers, consumers, and the communities
in which they operate, as well as efforts to safeguard the environment.
In 2009, Fifka provided a more business-oriented definition of CSR. According to him
corporate social responsibility is the economic and legal responsibility as well as voluntary
commitments of corporations to engage in the social development of the communities it
serves, while remaining within the bounds of their "available resources and underlying business
strategies.”
As we can see, the concept of corporate social responsibility (CSR) has undergone a
transformation since its first mention in the speciality literature. The concept of CSR has
evolved throughout time and has been defined in numerous way- as it can be defined as a
business strategy by a businessperson, as 'greenwash' by an NGO activist, or as voluntary
regulation by a government official. (Sheehy,2015), but all definitions lead to the same goal: to
be socially responsible.
CSR Theories
Carroll`s pyramid of CSR
Carroll's CSR pyramid is arguably the most widely used framework for understanding the many
aspects of CSR. It outlines a business's four responsibilities: economic, legal, ethical, and
philanthropic. Carroll used pyramid proportions to represent the importance of each
responsibility. The goal of this model is to systematise the key elements that must be grasped in
order to fully comprehend the CSR idea. It can help managers comprehend that CSR is a
component of, not separate from, economic performance.
a) The economic responsibility of the company
It is a corporate organization's responsibility to make money. Because it is critical for a
company's existence, Carroll put economic responsibility at the bottom of the CSR Pyramid.
Assets are required for any business or organisation to flourish and maintain, even if it is a non-
profit or a charitable organisation. The first stage in adopting CSR, according to Carroll, is to
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enrol in company operations and make pledges. Carroll went on to say that profits are required to
compensates shareholders and owners. Furthermore, profits must be re-invested to keep the firm
growing. A company's economic responsibility is reflected by investments, marketing tactics,
company operations, and long-term financial plans with various stakeholders.
b) Legal responsibility.
Businesses must adhere to all legislation and regulations. Legal Responsibility is the second
level of the CSR Pyramid. A responsible corporation follows the law because it thinks that
ethical business practises benefit the economy and society as a whole. A responsible company is
one that follows the rules of a fair commercial game. It is irrational to consider a business
participating in CSR principles if it engages in tax fraud, money laundering, or even
manufactures a harmful product.
c) Ethical responsibility.
Corporations must act as responsible citizens in their communities. Such accountability
permits companies to make decisions that are beneficial to society even if the law does not
mandate it. The third level of the pyramid encompasses a corporation's fair behaviours that are
desired by society. Civil societies and organisations play a critical role in defining the ethical
standards that corporations must implement until these controls are codified into law.
d) Philanthropic responsibility
It's a completely voluntary activity motivated by the desire of the company to participate in
social activities that aren't specified or required by law. So philanthropic responsibility is entirely
charitable giving; it's an activity or initiative undertaken by a company and only focused on
meeting community expectations. Corporations participate in different types of philanthropy,
such as supporting sporting events such as an annual marathon or volunteering workers in
contribution drives, among other things, to fulfil their charitable responsibilities. The purpose of
philanthropic efforts is to promote the company's good citizenship image and improve its
reputation.
Carroll Pyramid's core concept is to incorporate CSR programmes within the order process.
Companies could practise social responsibility by first attaining economic goals and then
preserving sustainability and predictability. Only then they will be able to go to the next level,
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which is the commitment to respect regionally and globally recognised laws and duties. After
this they can go to the third level, which is a commitment to ethical norms and finally,
corporations get to contribute to the philanthropic duties imposed by society and the environment
at the highest level of the pyramid.
Fig.1 Carroll`s Pyramid
The Triple Bottom Line Theory
John Elkington introduced the Triple Bottom Line concept (TBL) in his book "Cannibals
with Forks: The Triple Bottom Line of 21st Century Business" . TBL is a CSR model that
combines three performance indicators: economic, social, and environmental. According to John
Elkington, the three dimensions of TBL must provide long-term effects. The TBL concept's
fundamental goal is sustainability. TBL must be used by businesses in order to generate
consistent profits and long-term social and environmental initiatives. The TBL sustainability
framework has been used by many companies and non-profit organisations to carry out CSR
projects.
Fig.2 The triple Bottom Line
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The Stakeholder Theory
Stakeholders are defined by Freeman and Reed as "any identifiable individuals or groups
who may impact or is affected by the fulfilment of an organization's objectives." According to
Freeman (1984), a company has stakeholders, or organisations and persons who profit from the
corporation's actions. As a result, stakeholder theory suggests that a corporation's goals can only
be met by safeguarding and balancing the interests of many stakeholders. To put it another way,
Milton Friedman and his supporters believe that a company's sole obligation is to its
shareholders. Companies are not obligated to engage in any social activity as this should be
government issues and lately NGO`s as well.
Jansson (2005) said that stakeholder theory is a model that stresses the interdependence of a
company's different stakeholders, such as shareholders, clients, workers, and suppliers, as
represented in the diagram below.
Fig.3: Stakeholder theory of CSR (Jansson, 2005)
As can be seen above, The Carroll Pyramid Theory and The Triple Bottom Line Theory
are both concerned with more than just the economic factor of the organisations. The
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Stakeholder Theory, on the other hand, places a premium on the economic duty, or stakeholders'
desire to maximise business earnings
ISO 26000
The ISO 26000 standards, published by the International Organization for
Standardization in 2010, lay out the concepts and rules for the notion of social responsibility.
These guidelines also provide information and recommendations for how different types of
companies may begin operating in a socially responsible manner. As a result, firms having this
accreditation are required to operate ethically, truthfully, and promote society's welfare.
ISO 26000 is linked with the European Union's definition of CSR from 2001, which is
why it is regarded a critical component of many businesses' CSR strategies.
ISO 26000, unlike several other well-known ISO standards, does not provide certification
and instead serves as a framework for contemplation and action. This implies that ISO 26000
gives direction to companies, teaching them how to define and behave in socially responsible
ways, but it does not specify particular goals to be reached.
According to Madrid (2012), ISO 26000 covers: Organizational governance, human
rights, labour standards, the environment, fair operating procedures, consumer concerns, and
community engagement and development.
Implementing ISO 26000 may lead to greater production and efficiency for an
organisation, as well as improved product safety and quality while reducing waste. These
advantages may result in cost savings for the company and, in some cases, for the customer. At
the same time, the standard's application may result in the loss of some of the organization's
creative features and can also require workers to modify the way the employees work, which can
lead to dissatisfaction and demotivation among staff, thus lowering productivity (Pedraza, 2014).
CSR is generally alluded as an “umbrella term under which sustainability is one aspect”
(Knowles, 2014). Others believe that the two concepts might appear interchangeable (Salt,
2012), and Herrmann (2004) agrees, adding that a well-implemented and rigorously enforced
CSR strategy is critical to long-term sustainability.
CSR and The UK grocery sector
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The grocery industry is the one that has received major attention regarding Corporate
Social Responsibility related issues (Hughes, 1995; Jones, Comfort and Hillier, 2005; Klein and
Dawar, 2004; Pearce, 1999; Piacentini, MacFadyen and Eadie, 2000). The rise of ethical
consumption is one of the most important aspects of CSR in the UK grocery industry. Ethically
manufactured goods and services are becoming a part of our daily lives, as a result of the recent
ethical consumer revolution that has occurred over the last 20 years (Birch, 2009).
According to Brammer and Pavelin (2004), the UK's retail industry is both a large
contributor to the economy and a big employer. The primary participants in the retail industry are
the food retail firms. The UK food retail business is highly competitive, and companies'
strategies are designed to achieve a competitive advantage via development and innovation.
These advances and inventions have major societal, economic, and environmental consequences,
and they are required to manage these consequences responsibly.
Awareness about the concept of corporate social responsibility
Corporate Social Responsibility is a management concept whereby companies integrate
social and environmental concerns in their business operations and interactions with their
stakeholders. CSR is usually understood as being the manner via which a company achieves a
stability of economic, environmental and social imperatives (“Triple-Bottom-Line- Approach”),
at the same time as at the identical time addressing the expectancies of shareholders and
stakeholders. In this feel it's miles crucial to attract a distinction between CSR, which may be a
strategic business management idea, and charity, sponsorships or philanthropy. Even though the
latter can also make a treasured contribution to poverty discount, will immediately beautify the
popularity of a business enterprise and toughen its brand, the idea of CSR actually is going past
that.
Promoting the uptake of CSR among SMEs requires approaches that match the respective
wishes and capacities of these agencies, and do not adversely affect their monetary viability.
UNIDO based totally its CSR programme on the Triple Bottom Line (TBL) Approach, which
has validated to be a a hit tool for SMEs in the growing nations to assist them in assembly social
and environmental requirements without compromising their competitiveness. The TBL
approach is used as a framework for measuring and reporting company overall performance
towards monetary, social and environmental performance. It is an try to align personal
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establishments to the purpose of sustainable international development by offering them with a
extra comprehensive set of working objectives than just income on my own. The angle taken is
that for an organization to be sustainable, it ought to be financially secure, decrease (or ideally
remove) its terrible environmental impacts and act in conformity with societal expectancies.
Influence of the CSR policy of an organisation on Consumers
Over the years, the wide variety of agencies investing in CSR sports has expanded
drastically. This increase is in part resulting from the aim of the companies to provide lower back
to the society to restore and decrease the loss their intentional or accidental actions would
possibly have induced to the environment. The government’s choice to make it mandatory for
corporations to invest a small part of their internet earnings in social welfare sports has also
helped nudge the businesses in the direction of CSR sports. However, the question whether this
investment affects clients’ goal to buy the product in any way remains an unresolved paradox.
Limited researches had been carried out in this place to discover and set up the relationship if
any among CSR and patron buy purpose.
A CSR policy is an important aspect for any company that ensures that the employees of
the firm follow the same as well as adhere to the same. As far as the consumers of any
organization are concerned, they are also influenced by the CSR policy of an organization. It can
be said that the CSR policy of any company provides an idea to the consumers about the
various CSR initiatives that are taken by it and how can they ensure that the company is able to
meet the needs of the society in an effective manner. One of the fundamental motives humans
apply to various agencies is due to their CSR strategy. From my angle, a CSR method indicates a
organization is compassionate and treats anyone, consisting of personnel, properly. And a
commercial enterprise that is dedicated to improving the world is likely to draw more expertise.
This shows how crucial employees take social duty. CSR efforts additionally help foster a extra
efficient and effective paintings surroundings for personnel. It promotes volunteering and fine
efforts from employees.
It can be said that a CSR policy is also important for any organization because it ensures
that the customers are aware of the different social responsibilities that are carried out by the
company. This helps in creating a positive brand image of the company among the customers
and also ensures that the organization gives back to the society in an effective manner. The
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opposition in the enterprise global of today is stiff, and it may be quite hard for a company to set
itself aside inside the eyes of clients. However, organizations that take social obligation severely
can win clients, in addition to increase a platform to market and earn their audience's attention.
In other words, social duty can help humans see the researcher agency as a wonderful
pressure in society. The projects that a company take on can assist improve consciousness for
essential causes and keep commercial enterprise pinnacle of thoughts. CSR is likewise crucial
with regards to branding. To have a a hit emblem and keep customers, companies must create
accept as true with their target market, and one accepts as true with having a CSR method can
assist build an amazing reputation — and, in flip, earn agree with and loyalty — amongst
customers. Consumer loyalty is going a long way in helping a enterprise live afloat. Part of what
makes a functioning business is the researcherr customers; without them, enterprise simply
would not exist. For their loyalty, customers anticipate manufacturers and companies to now not
be all approximately creating a profit, however to provide lower back to society.
According to a 2015 survey by Nielsen, more than 50% of purchasers are inclined to pay
greater for a product or service if the enterprise prioritizes sustainability. This tells me that
customers will opt for and stick with companies that are not simply income-oriented.
Are consumers willing to pay more for a product if it`s sold by a socially responsible company
Not all socially responsible products had been valued the equal. Consumers have been
willing to pay a better than common premium for non-durable goods, consisting of paper towels,
even as paying a decrease than common top class for long lasting goods, which includes fixtures.
Another differentiator in cost to the customer turned into the motive the product become taken
into consideration socially accountable. Fair change food and honest labour practices, for
example, are socially accountable due to the fact they advantage the employees of growing
nations. Free-variety fowl is socially responsible as it benefits animals. Environmentally safe
cleansing products are socially accountable because they assist defend and maintain the
surroundings. The Nielsen Global Survey on Corporate Social Responsibility, a survey of 30,000
human beings in 60 international locations, determined that 55% of respondents are inclined to
shell out extra money for socially responsible products–but the numbers range depending on the
place. In Asia-Pacific, 64% of customers are willing to pay extra. While clients are paying
attention, they also are skeptical of company motivations. Almost three-quarters agree that after
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large businesses donate to charities and assist with network tasks, they may be doing it more to
make themselves look correct than to assist humans in need. Consumers are not usually inclined
to take agencies at their phrase while they say they're socially responsible.
Emphasis on environmentally friendly merchandise can be less profitable than
specializing in products that provide social blessings to human beings in need, or even animals.
While agencies accused of benefitting from third international sweatshops have paid a monetary
and PR fee, the studies indicates that responsible sourcing practices related to labour practices
and honest alternate, have a more effect than environmentally friendly practices. Asia-Pacific
respondents are also more likely to don't forget buy selections based on packaging (specifically,
whether a brand says that’s socially and environmentally accountable). Again, Europeans and
North Americans are least probably to do this. Millennials are most in all likelihood to pay
greater, check product packaging, and work for groups that they perceive to be sustainable,
according to the survey. The idea of social responsibility holds that groups have to be proper
citizens, balancing their cash-making operations with sports that advantage society, be it on a
neighborhood, national, or worldwide scale. Social responsibility in advertising entails focusing
efforts on attracting consumers who want to make a fine difference with their purchases. Many
corporations have followed socially accountable elements in their marketing techniques as a
method to assist a network via useful services and products. Corporate Social Responsibility
(CSR) lets in companies massive and small to enact positive alternate. It’s whilst businesses
choose to do what’s right now not most effective for their backside line but additionally to build
patron believe.
Consumers experience that once they use a services or products of a socially accountable
agency, they are doing their part. The greater socially responsible the business enterprise, the
extra supportive their network and clients turn out to be. Corporate social obligation enables gain
patron believe by means of being concerned about problems which include Earth Day, raises
cognizance, and encourages social exchange. Although there are thousands of groups doing their
part, the efforts of big international companies have some distance-reaching results that could
impact international troubles, from starvation and fitness to global warming and climate change.
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CSR in Lidl
Lidl is committed to decreasing its environmental footprint and absolutely helps the need
to address the crucial difficulty of plastic waste. ... By 2022, we are able to lessen the quantity of
plastic packaging via 20%. By 2025, one hundred% of our personal-brand packaging can be
widely recyclable, reusable, or renewable. Having done 0 waste to landfill in 2018, Lidl has also
committed to ambitious plastic discount objectives. Keogh says that by way of 2022 the store
will lessen the extent of plastic packaging by using 20 in line with cent, and through 2025, a
hundred consistent with cent of its very own-logo packaging will be broadly recyclable, reusable,
or renewable whilst 50 in line with cent of materials used of their very own-emblem packaging
will come from recycled materials.
Lidl is likewise the primary retailer to introduce FSC-certified paper packaging for its top
class beef range the use of 75 in step with cent much less plastic consistent with product. These
products may also be added the usage of new biogas-fuelled vehicles, which emit 20 in step with
cent less emissions than a diesel-powered truck. “We have labored very difficult on this. Part of
this involves efficaciously removing all unrecyclable black plastic trays from our fresh meat,
chicken and cured meats, converting almost 500 tonnes of plastic into completely recyclable
packaging. Corporate citizenship, neighbourhood development and tremendous merchandise
were diagnosed as most cloth. Our stakeholders also rated human rights inside the deliver chain,
food waste and packaging as especially critical to them. Qualitative feedback clarified and
confirmed our stakeholders desired to study more approximately our procedures protective
human rights and commitments to lowering food waste and packaging. The responses
additionally highlighted that stakeholders had been particularly interested in moral brands and
local fresh produce. Although we engage on a extensive wide variety of regions these help us to
prioritise in an effort to have a maximum advantageous impact and form our sustainability
strategy inside the destiny.
There are different CSR campaigns that are undertaken by the respective company, Lidl
in order to ensure that there is no negative impact on the society. The company is focussed on
building a better tomorrow. This has helped the company in enhancing its performance as well as
gain the trust of the consumers. One of the targets that were undertaken by the company include
plastic reduction targets. The company is committed to reduce the overall usage of plastic in its
operations so as to ensure that there is less negative impact on the environment. It can be stated
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that Lidl is the first retailer to introduce the wastage. The company is focussed on providing
good quality food products to the customers. It can be stated that each of these different
campaigns that are undertaken by the company can have a significant level of impact on the
customers. This is because they can help in attracting new customers as well as retaining the
existing customers to a great extent. The company is focussed on sustainability and it can be
stated that this is one of the effective strategies that have helped the company in the enhancing its
overall brand image in the market.
Corporate Social Responsibility leads the improvement and implementation of Lidl’s
CSR method, 'A Better Tomorrow'. This consists of a wide scope of topics from reducing Lidl's
environmental footprint to the accountable sourcing of products and implementation of charity
and community programmes. Over the past 12 months some of the projects our CSR team has
been operating on include making plans 82,000 local species trees via the Woodland
Environment Fund, launching Ireland’s first pollinator friendly save in The researcherghal,
extending our charity partnerships with Jigsaw and NSPCC while also raising a document
amount for charity through Trolley Dash and donating over 2 million meals to nearby charities
through Food Cloud. Lidl’s commitment to sustainability were regarded with the aid of being
named Ireland’s Most Reputable. Using CSR activities to decorate corporate photograph and
patron loyalty. A survey of customers staying at independent lodges in Istanbul confirms that
CSR undoubtedly affects purchaser loyalty and company photo. It likewise famous a comparable
connection between company picture and consumer loyalty. Corporate social duty initiatives are
notably and undoubtedly associated with company recognition, consumer satisfaction, and
purchaser accept as true with. Moreover, the mediating outcomes reveal that corporate
popularity, client agree with, and purchaser delight have mediated the relationship among
corporate social responsibility and client loyalty. Additionally, the moderating result reveals that
company abilities play a full-size position in strengthening the association between corporate
social responsibility projects and purchaser loyalty due to the fact excessive company skills with
nicely-done company social responsibility tasks result in excessive loyalty.
And a commercial enterprise that is dedicated to enhancing the arena is probable to
attract extra skills. This suggests how essential employees take social responsibility. CSR efforts
also assist foster a greater effective and tremendous work environment for personnel. CSR is also
critical in relation to branding. To have a a success emblem and keep customers, agencies have
18

to create consider with their audience, and I accept as true with having a CSR strategy can help
construct an excellent popularity — and, in flip, earn agree with and loyalty — amongst
customers. Consumer loyalty goes a long manner in helping a business live afloat. Part of what
makes a functioning business is the researcherr customers; with out them, the researcherr
enterprise sincerely could now not exist. For their loyalty, customers expect brands and groups to
now not be all about creating a profit, but to provide lower back to society. From my angle, CSR
can assist the researcherr enterprise higher engage with clients. Many kinds of CSR contain
businesses interacting at once with members of society, who can also be clients or capacity
clients. The researcher can get direct feedback on what the researcher are doing right and what
the researcherr organisation needs to improve on. Word-of-mouth continues to be an powerful
shape of marketing, and customers who have been part of the social obligation created by using a
business enterprise are capable to tell other ability customers about the commercial enterprise.
Chapter 3 – Research Methodology
Research methodology is an important aspect for the overall research report. This is
because it can help the readers in developing an understanding about the methods as well as
techniques that have been used to complete the research study. Research method is the unique
techniques or techniques used to perceive, pick, technique, and analyze statistics about a subject.
In a studies paper, the technique phase lets in the reader to seriously evaluate a take a look at's
ordinary validity and reliability. The research methodology of the respective report are as follows
–
Research Approach – Research approach is an important aspect of research because it
provides the readers with the effective knowledge about the methods as well as techniques that
are used in the researcher. Qualitative records calls for an inductive method to evaluation. On the
other hand, quantitative facts uses the deductive approach. In a blended sort of facts, both
inductive and deductive procedures of evaluation are applied. However, there ought to be a few
consistency between techniques, methodology, and analysis. This is important with a view to
display common sense. Thus, with a purpose to make the studies credible to the reader, the
research need to lead to the research findings. In context to this research, the researcher has used
deductive research because the research approach is a plan and method that includes the steps of
large assumptions to particular techniques of information collection, analysis, and interpretation.
19

It is, therefore, based totally on the character of the studies problem being addressed. Deductive
reasoning is an important talent that may assist to suppose logically and make meaningful
choices inside the place of business. This intellectual device permits specialists to come to
conclusions based on premises assumed to be genuine or through taking a preferred assumption
and turning it right into a extra particular concept or action. The deductive method involves
beginning with a theory, developing hypotheses from that theory, after which amassing and
reading records to test the ones hypotheses. Inductive and deductive methods to investigate may
be hired collectively for a extra complete expertise of the subject that a researcher is studying.
Research Philosophy – Research philosophy is a extensive topic and here we are able to
no longer be discussing this subject matter in high-quality info. In business and economics
dissertations at Bachelor’s stage, the researcher isn't expected to talk about studies philosophy in
a great degree of intensity, and approximately one web page in technique bankruptcy committed
to research philosophy generally suffices. Research philosophy deals with the source, nature and
development of expertise. In easy terms, a studies philosophy is belief approximately the ways
wherein facts about a phenomenon have to be collected, analysed and used. There are
extraordinary types of research philosophies that can be used for the crowning glory of the
research together with positivism in addition to interpretivism.
Interpretivism, additionally known as interpretivist includes researchers to interpret
elements of the take a look at, accordingly interpretivism integrates human hobby into a have a
look at. Accordingly, this philosophy emphasizes qualitative evaluation over quantitative
analysis. Interpretivism is associated with the philosophical function of idealism, and is used to
organization collectively various processes, together with social constructivism, phenomenology
and hermeneutics; techniques that reject the objectivist view that that means resides inside the
world independently of cognizance. According to interpretivist technique, it's miles important for
the researcher as a social actor to realize variations among human beings. Moreover,
interpretivism studies normally consciousness on which means and might employ more than one
strategies which will replicate distinct factors of the issue.
Data Collection – Data series is described as the process of gathering, measuring and
studying accurate insights for research using fashionable validated strategies. A researcher can
evaluate their hypothesis on the basis of gathered data. In maximum instances, statistics series is
the primary and maximum critical step for studies, no matter the sphere of studies. The approach
20

of statistics collection is distinct for different fields of examine, relying on the desired
information. Data collection can be understood as a manner of collecting, gauging, and analyzing
the precise insights to do effective studies with the assist of nice-desirable strategies that assist
researchers evaluate their speculation. A important cause in the back of records series via
quantitative or qualitative techniques is to assure that the research query’s honesty is stored up
honestly. There are different ways in which data can be gathered such as primary as well as
secondary sources. In context to this research, the researcher has used a questionnaire to gather
effective data from the respondents. This is because it will allow them to gather realistic as well
as first-hand data from the respondents.
Compared with a face-to-face questionnaire brought on website online, over the
smartphone, or through post, there aren't any labour, paper, printing, phone or postage prices to
fear about with the net questionnaire, making it a much extra price-efficient technique. With a
huge preference of mediums with which to distribute the researcherr questionnaire, from
emailing and texting it, to putting a hyperlink to it to the researcherr internet site, or making it
downloadable through a QR code, the researcher could reach out and gain feedback quickly out
of the researcherr respondents. First of all, questionnaires are one of the maximum lower priced
ways to acquire quantitative statistics. Especially self-administered questionnaires, in which the
researcher doesn’t have to rent surveyors to perform face-to-face interviews, are a cost-efficient
way to speedy gather massive quantities of information from a huge wide variety of humans in a
fairly short period of time. When information has been quantified, it is able to be used to
compare and contrast different research and may be used to degree alternate. This makes month-
to-month or yearly questionnaire increasingly more precious over time. Improving comparison
implies that mistakes because of translation have to be minimized. In terms of questionnaire
translation for multi-country wide, multi-cultural and multi-nearby surveys the goal is to attain a
stage of comparison across all local versions.
Sampling – With random sampling, every object within a population has an equal
possibility of being chosen. It is the furthest removed from any ability bias due to the fact there's
no human judgement worried in deciding on the pattern. It may be defined as the process of
removing a pre-determined variety of observations are selected from a large population and is
usually utilized in statistical evaluation. There are two kinds of sampling methods, probabilistic
and non-probabilistic. For this studies, probabilistic sampling has been taken into consideration
21

wherein every person has an equal opportunity of getting selected in a pattern. Sampling is an
vital component of a studies as it's miles nearly impossible for an business enterprise as well as a
researcher to survey or interview the whole population. The sample size for this studies is 30
people. Non-probability sampling, alternatively, doesn’t use a random sample. For instance, it
would involve using a comfort pattern, this means that interview or survey human beings that the
researcher have get right of entry to rather than a without a doubt random pattern. With non-
probability sampling, the effects are normally now not generalisable. Probability sampling way
that the researcher use a very random pattern from the institution of humans the researcher
inquisitive about. By the use of a totally random sample, the consequences of the researcher
observe could be generalisable to the complete population. In different words, the researcher
may count on the identical results throughout the entire group, without having to acquire
information from the entire organization.
Questionnaire
Q1) Are you aware with the concept of corporate social responsibility?
a) Yes
b) No
c) Neutral
Q2) As per your opinion do you think, corporate social responsibility is important for an
organisation for consumer satisfaction?
a) Yes
b) No
c) Neutral
Q3) According to your view point, does managers and leaders are playing important role
in managing CSR practices within organisation?
a) Yes
b) No
c) Neutral
22

Q4) As per your opinion, are consumer influences by the CSR policy of LIDL?
a) Yes
b) No
c) Neutral
Q5) According to you, what are the potential CSR strategies being adopted by LIDL
managers and leaders to serve customers?
a) Giving back to local community
b) Support social movements
c) Environment friendly business practices
d) Social responsibility
e) Aligning community impact with business practices and goals
Q6) According to your view point, what are the effective CSR strategies through LIDL
management can influence customers?
a) Provide customers access of sustainability reports and supplier details to outline
environmentally-conscious business practices
b) Emphasize upon importance of recycling
c) Revolve business model around social responsibility
d) Environment sustainable products
Q7) In what way CSR policies will benefit LIDL?
b) Increase in consumer engagement
c) Increase in business revenue
c) Increased consumer loyalty and sales
d) Better financial performance
Q8) What are the challenges that can be faced by LIDL managers and leaders in the
23

process of implementing CSR policies to influence customers?
a) Lack of resources
b) Lack of strategic vision
c) No clear metric
d) Connecting CSR to profitability and company’s value chain
e) Pressure from investors
Q9) According to you, does consumers willingly pay more for a product if it`s sold by a
socially responsible company?
a) Yes
b) No
c) Neutral
Q10) State some measures through which the challenges faced by LIDL managers and
leaders in the process of implementing CSR policies can be overcome?
a) Strategic planning and monitoring process
b) Resource management
c) Strong relationship with stakeholders
d) Transparency
Q11) What is the most appropriate benefit of CSR policies that can be measured by
LIDL?
a) Enhances positive relationships
b) Build public trust
c) Sustainability and increase profits
Q12) Provide some recommendation, LIDL can enhance effectiveness of CSR practices in
order to influence customers at greater extent.
24

Chapter 4 – Data Analysis
Analysis of collected facts
Use of following frequency table is made for systematic and clear analysis of collected
raw data:
Q1) Are you aware with the concept of corporate social responsibility? Frequency
a) Yes 27
b) No 2
c) Neutral 1
Q2) As per your opinion do you think, corporate social responsibility is
important for an organisation for consumer satisfaction?
Frequency
a) Yes 25
b) No 2
c) Neutral 3
Q3) According to your view point, does managers and leaders are playing
important role in managing CSR practices within organisation?
Frequency
a) Yes 20
b) No 9
c) Neutral 1
Q4) As per your opinion, are consumer influences by the CSR policy of
LIDL?
Frequency
25

a) Yes 18
b) No 8
c) Neutral 4
Q5) According to you, what are the potential CSR strategies being
adopted by LIDL managers and leaders to serve customers?
Frequency
a) Giving back to local community 8
b) Support social movements 7
c) Environment friendly business practices 5
d) Social responsibility 6
e) Aligning community impact with business practices and goals 4
Q6) According to your view point, what are the effective CSR strategies
through LIDL management can influence customers?
Frequency
a) Provide customers access of sustainability reports and supplier details to
outline environmentally-conscious business practices
9
b) Emphasize upon importance of recycling 6
c) Revolve business model around social responsibility 7
d) Environment sustainable products 8
Q7) In what way CSR policies will benefit LIDL? Frequency
b) Increase in consumer engagement 6
c) Increase in business revenue 7
c) Increased consumer loyalty and sales 9
d) Better financial performance 8
Q8) What are the challenges that can be faced by LIDL managers and
leaders in the process of implementing CSR policies to influence
customers?
Frequency
26

a) Lack of resources 5
b) Lack of strategic vision 6
c) No clear metric 8
d) Connecting CSR to profitability and company’s value chain 6
e) Pressure from investors 5
Q9) According to you, does consumers willingly pay more for a product if
it`s sold by a socially responsible company?
Frequency
a) Yes 12
b) No 15
c) Neutral 3
Q10) State some measures through which the challenges faced by LIDL
managers and leaders in the process of implementing CSR policies can be
overcome?
Frequency
a) Strategic planning and monitoring process 8
b) Resource management 9
c) Strong relationship with stakeholders 5
d) Transparency 8
Q11) What is the most appropriate benefit of CSR policies that can be
measured by LIDL?
Frequency
a) Enhances positive relationships 12
b) Build public trust 8
c) Sustainability and increase profits 10
27

Interpretation of data
Theme 1: Concept of corporate social responsibility
Q1) Are you aware with the concept of corporate social responsibility? Frequency
a) Yes 27
b) No 2
c) Neutral 1
a) Yes b) No c) Neutral
0
5
10
15
20
25
30 27
2 1
Chart Title
Interpretation
According to the above-mentioned graph it has been stated that 27 out of 30 respondents
are aware with the concept of corporate responsibility. According to their viewpoint corporate
social responsibility is a set of practices and policies that an organisation undertakes in order to
have positive influence upon society community consumers, employee, stakeholders etc in order
28

to enhance organisational profitability and long-term sustainability. While on the other hand
remaining 2 respondents out of 30 were not aware with the concept of social responsibility. At
last 1 respondent were neutral.
Theme 2: Importance of corporate social responsibility for an organisation for consumer
satisfaction
Q2) As per your opinion do you think, corporate social responsibility
is important for an organisation for consumer satisfaction?
Frequency
a) Yes 25
b) No 2
c) Neutral 3
29

a) Yes b) No c) Neutral
0
5
10
15
20
25
30
25
2 3
Chart Title
Interpretation
According to the above-mentioned graph it has been stated that 25 out of 30 points were agreed
with the fact that social corporate responsibility is important for organisation to satisfy
consumers. according to their viewpoint CSR demonstrate that business organisation has positive
attitude towards environment community stakeholders and consumer rather than just earning
profit margin in industry. While on the other hand remaining 2 respondents out of 30 were not
agree with this fact as they were not aware with the concept of CSR. At last remining 3
respondents out of 30 were neutral.
Theme 3: Managers and leaders are playing important role in managing CSR practices
within organisation
Q3) According to your view point, does managers and leaders are
playing important role in managing CSR practices within
organisation?
Frequency
a) Yes 20
b) No 9
c) Neutral 1
30

a) Yes b) No c) Neutral
0
5
10
15
20
25
20
9
1
Chart Title
Interpretation
According to the above-mentioned graph it has been stated that 20 out of 30 respondents were
agreed in the favour of the fact that leaders and managers of company play important role in
managing CSR practices within an organisation. While on the other hand remaining 9
respondents out of 30 were not agree with this fact, according to their view point leaders and
managers are ineffective in managing CSR practices. At last meaning one respondent 1 were
neutral.
Theme 4: Are consumer influences by the CSR policy of LIDL
Q4) As per your opinion, are consumer influences by the CSR policy
of LIDL?
Frequency
a) Yes 18
b) No 8
c) Neutral 4
31

a) Yes b) No c) Neutral
0
2
4
6
8
10
12
14
16
18
20
18
8
4
Series1 Series2
Interpretation
As per the above given graph it has been stated that 18 out of 30 respondents were agree
that consumers are efficiently influenced by CSR policy of LIDL. According to their viewpoint
company have efficient and positive CSR practices which is influencing mindset of consumers in
a well-defined and effective manner. While on the other hand remaining 8 respondents out of 30
did not agree with this fact as they think that company have an effective form of CSR practices
which is not have capability to influence consumers. At last 4 respondents out of 30 were neutral.
Theme 5: Potential CSR strategies being adopted by LIDL managers and leaders to serve
customers
Q5) According to you, what are the potential CSR strategies being
adopted by LIDL managers and leaders to serve customers?
Frequency
a) Giving back to local community 8
b) Support social movements 7
c) Environment friendly business practices 5
d) Social responsibility 6
32

e) Aligning community impact with business practices and goals 4
a) Giving back to
local community b) Support social
movements c) Environment
friendly business
practices
d) Social
responsibility e) Aligning
community
impact with
business
practices and
goals
0
1
2
3
4
5
6
7
8
9 8
7
5
6
4
Chart Title
Interpretation
According to the above graph it has been stated that it out of 30 respondents said that
giving back to local community is an effective CSR strategy that has been adopted by LIDL
managers and leaders in order to serve consumers. While on the other hand remaining 7
respondents out of 30 goes with supporting social movement in which they stated that this
strategy is one of the efficient CSR strategies that leaders and managers have adopted.
Furthermore, it has been identified from the above graph that 5 out of 30 respondents said that
environmentally friendly business practices are efficient CSR strategy that leaders and managers
adopted to serve consumers. While on the other hand 6 respondents goes with social
responsibility. At last 4 respondents out of 30 were in favour of aligning community impact with
business practices and goals.
Theme 6: Effective CSR strategies through LIDL management can influence customers
Q6) According to your view point, what are the effective CSR
strategies through LIDL management can influence customers?
Frequency
a) Provide customers access of sustainability reports and supplier details to
outline environmentally-conscious business practices
9
b) Emphasize upon importance of recycling 6
33

c) Revolve business model around social responsibility 7
d) Environment sustainable products 8
9
67
8
Chart Title
a) Provide customers access of sustainability reports and supplier details to outline
environmentally-conscious business practices
b) Emphasize upon importance of recycling
c) Revolve business model around social responsibility
d) Environment sustainable products
Interpretation
According to the above given graph it has been identified that 9 out of 30 respondents
said that by providing consumer access of sustainability report and supplier details in order to
have transparent environmental consciousness practices LIDL management can effectively
influence consumers. While on the other hand remaining 6 respondents said that with the help of
emphasising upon importance of recycling company can influence consumer. According to their
viewpoint this strategy will allow the company to take use of recycling raw materials in the
production process which enhances their brand image in industry. Along with these 7
respondents out of 30 goes with revolving business model around social responsibility. At last 8
respondents out of 30 said that with the help of environment sustainable products listed
management can efficiently influence consumers mindset and behaviour.
Theme 7: CSR policies benefit upon LIDL
34

Q7) In what way CSR policies will benefit LIDL? Frequency
a) Increase in consumer engagement 6
b) Increase in business revenue 7
c) Increased consumer loyalty and sales 9
d) Better financial performance 8
a) Increase in
consumer
engagement
b) Increase in
business revenue c) Increased
consumer loyalty and
sales
d) Better financial
performance
0
1
2
3
4
5
6
7
8
9
10
6
7
9
8
Chart Title
Interpretation
According to the above given graph it has been stated that 6 out of 30 respondents said
that CSR policies will efficiently benefit company in terms of enhancing consumer engagement.
While on the other hand remaining 7 respondents said that CSR policy will benefit company in
terms of enhancing business revenue as with the help of implementing CSR practices and
policies company can maximize their brand image and can influence a greater number of
consumers. Furthermore, it has been identified from the above graph that CSR policy will
provide advantage to company in terms of enhancing consumer loyalty and sales in a well-
defined and effective manner. At last 8 respondents out of 30 said that better financial
performance will the most efficient benefit of CSR policy that can be measured by company.
35

Theme 8: Challenges that can be faced by LIDL managers and leaders in the process of
implementing CSR policies to influence customers
Q8) What are the challenges that can be faced by LIDL managers and
leaders in the process of implementing CSR policies to influence
customers?
Frequency
a) Lack of resources 5
b) Lack of strategic vision 6
c) No clear metric 8
d) Connecting CSR to profitability and company’s value chain 6
e) Pressure from investors 5
a) Lack of
resources b) Lack of
strategic vision c) No clear
metric d) Connecting
CSR to
profitability and
company’s value
chain
e) Pressure from
investors
0
1
2
3
4
5
6
7
8
9
5
6
8
6
5
Chart Title
Interpretation
As per the above graph it has been stated that the major challenge that managers and
leaders of LIDL can face in the process of implementing CSR policy to influence consumer is
lack of resources. While on the other hand remaining 6 respondents goes with lack of strategic
vision. In addition to this it has been identified from the above graph that no clear matric can act
as a major challenge that leaders and manager of LIDL can face in the process of influencing
consumers through implementing CSR policies. Along with these 6 respondents goes with
connecting CSR profitability and company value chain. At last, 5 respondents out of 30 said that
36

pressure from investor will be major challenge that leaders and managers can face in order to
influence consumers by implementing CSR practices. According to their view point investors are
mainly looking for veracity and completeness in sustainability report which can enhance pressure
upon company in addition with accountability and transparency.
Theme 9: Consumers willingly pay more for a product if it`s sold by a socially responsible
company
Q9) According to you, does consumers willingly pay more for a
product if it`s sold by a socially responsible company?
Frequency
a) Yes 12
b) No 15
c) Neutral 3
37

a) Yes b) No c) Neutral
0
2
4
6
8
10
12
14
16
12
15
3
Chart Title
Interpretation
As per the above given graph it has been stated that 12 out of 30 respondents were agreed
with this fact that consumer willingly pay more for product if it sold by socially responsible
company. According to their viewpoint it has been identified that nowadays consumers are more
concern towards environment of safety and positive community environment. In this LIDL if
undertakes responsible policies and CSR practices then they willingly pay more for the product.
While on the other hand remaining 15 respondents out of 30 did not agree with this fact. At last
remaining three respondents out of 30 were neutral.
Theme 10: Measures through which the challenges faced by LIDL managers and leaders in
the process of implementing CSR policies can be overcome
Q10) State some measures through which the challenges faced by
LIDL managers and leaders in the process of implementing CSR
policies can be overcome?
Frequency
a) Strategic planning and monitoring process 8
b) Resource management 9
c) Strong relationship with stakeholders 5
38

d) Transparency 8
a) Strategic planning
and monitoring
process
b) Resource
management c) Strong relationship
with stakeholders d) Transparency
0
1
2
3
4
5
6
7
8
9
10
8
9
5
8
Chart Title
Interpretation
According to the above-mentioned graph it has been identified that 8 out of 30
respondents said that with the help of strategic planning and monitoring process LIDL leaders
and managers can overcome the challenges that they can face in the process of implementing
CSR policies. While on the other hand remaining 9 respondents goes with resource management,
according to their viewpoint of readers and manager can strategically plan resource to overcome
challenges of implementing CSR practices in effective manner. Along with his 5 respondents out
of 30 goes with strong relationship with stakeholders. At last 8 respondents out of 30 said that
transparency will provide significant measured through which company managers and leaders
can overcome challenges the process of implementing CSR policies.
Theme 11: Appropriate benefit of CSR policies that can be measured by LIDL
Q11) What is the most appropriate benefit of CSR policies that can be
measured by LIDL?
Frequency
a) Enhances positive relationships 12
b) Build public trust 8
c) Sustainability and increase profits 10
39

a) Enhances positive
relationships b) Build public trust c) Sustainability and
increase profits
0
2
4
6
8
10
12
14
12
8
10
Chart Title
Interpretation
According to the above mentioned it has been stated that 12 out of 30 respondents said that
the most appropriate benefit of CSR practices that LIDL can measure is enhance in overall
positive relationship. While on the other hand 8 respondents goes with building public trust. At
last 10 respondents out of 30 said that sustainability and increase and profit is an appropriate
benefit of CSR policies that company can measure.
Chapter 5 – Conclusions and Recommendations
Conclusion
According to the above-mentioned research it has been concluded that, corporate social
responsibility helps organisation to build a positive image in market segment which helps in
enhancing consumer loyalty and influence their view point towards company. There are different
type of CSR initiative practices and policies that helps business organisation to promote brand
loyalty attract and retain talent and enhance brand awareness, CSR activities of offer
organisation a great opportunity to maximize their brand and enhance loyalty among consumers
in a well-defined and effective manner. In this it has been identified that with help of having
transparency with community culture stakeholder environment and consumers business can be
more real and can connect with consumers in a well-defined and effective manner. However, this
research identifies that there are number of challenges that organisation can face in the process of
40

implementing CSR policies and practices which are lack of resources, lack of strategic vision, no
clear metrics pressure from investors and connecting CSR practices to organisation value chain
and profitability. However, this research identifies certain strategies on measures that will help
company to overcome these challenges which are strategic planning and monitoring process,
resource management, transparency, strong relationship with consumers. This research identifies
that CSR plays essential role in ensuring organisation long term sustainability in industry and
encourage professional and personal growth in efficient manner. With the help of taking
advantage of CSR practices organisation can be more successful and can operate their business
in ethical and transparent manner. It helps in building positive reputation of company in market
segment which helps them to enhance consumer for longer period of time. Furthermore, it has
been identified that if organisation have number of efficient CSR policies and strategies then it
helps them to minimise risk such as legal obligations etc. Thus, it has been concluded that CSR
plays important role for an organisation which not only helps them to enhance overall growth
profitability and long-term sustainability in industry but also assist them to influence consumers
in a well-defined and effective manner.
Recommendation
In this competitive business world, it is essential for organisation likely LIDL to
emphasize upon implementing effective CSR strategies in order to influence consumers in a
well-defined and effective manner. From this research has been identified that consumers willing
to pay more for product if company have socially responsible practices implemented in their
business structure. For this mentioned below there are some recommendations for company.
Transparency with customers
It is it is recommended to LIDL leaders and managers of company to share operations
culture, personality and CSR practices that organisation have implemented with consumers. This
will help consumers to be more familiar with organisation which helps in building trust in a well-
defined an effective manner. Furthermore, it has been identified that with the help of
transparency leaders and managers can create a high level of transparency and can be more real
and even it also helps in enhancing positive image of brand in organisation.
It is one of the most effective strategy in which is recommended to utilise social sustainability
and tie them with consumer loyalty initiative. In this company with a commitment to organic,
41

local and environmental sustainability can enhance their brand image in a well-defined and
effective manner. It is recommended to company to LIDL launch a loyalty program in which
take and allow consumers return things like glass bottles in exchange for points which will
further help consumers to receive discounts in future.
Be responsive to learn
It is recommended to company to be responsive to learn in which they are required to evolve
In response to new data and inside with environment include number of dynamic factors which
keep on evolving and have impact upon decision making of company in this it is recommended
to company to engage in continuous improvement of their CSR strategy and modify their brand
statement in order to show concern towards social responsibility
According to the above-mentioned analysis it had been identified that with the help of
emphasising upon above recommended measures organisation can significantly enhance their
profitability and contentment consumers in a well-defined an effective manner. These
recommended practices will assist company to enhance their positive attitude towards
environment in efficient way.
42

REFERENCES
Books & Journals
Ajayi, O.A. and Mmutle, T., 2021. Corporate reputation through strategic communication of
corporate social responsibility. Corporate Communications: An International Journal.
Ali, S.S. and Kaur, R., 2021. Effectiveness of corporate social responsibility (CSR) in
implementation of social sustainability in warehousing of developing countries: A
hybrid approach. Journal of Cleaner Production, 324, p.129154.
Barauskaite, G. and Streimikiene, D., 2021. Corporate social responsibility and financial
performance of companies: The puzzle of concepts, definitions and assessment
methods. Corporate Social Responsibility and Environmental Management, 28(1),
pp.278-287.
Forcadell, F.J., Úbeda, F. and Aracil, E., 2021. Effects of environmental corporate social
responsibility on innovativeness of spanish industrial
SMEs✰,✰✰,★,★★. Technological Forecasting and Social Change, 162, p.120355.
List, J.A. and Momeni, F., 2021. When corporate social responsibility backfires: Evidence from
a natural field experiment. Management Science, 67(1), pp.8-21.
Mariani, M.M and et. al., 2021. Corporate social responsibility in family firms: A systematic
literature review. Journal of Small Business Management, pp.1-55.
Pan, X., Sinha, P. and Chen, X., 2021. Corporate social responsibility and eco‐innovation: The
triple bottom line perspective. Corporate Social Responsibility and Environmental
Management, 28(1), pp.214-228.
Tibiletti, V., Marchini, P.L., Furlotti, K. and Medioli, A., 2021. Does corporate governance
matter in corporate social responsibility disclosure? Evidence from Italy in the “era of
sustainability”. Corporate Social Responsibility and Environmental Management, 28(2),
pp.896-907.
Verk, N., Golob, U. and Podnar, K., 2021. A dynamic review of the emergence of corporate
social responsibility communication. Journal of Business Ethics, 168(3), pp.491-515.
43

Appendix
Questionnaire
Q1) Are you aware with the concept of corporate social responsibility?
a) Yes
b) No
c) Neutral
Q2) As per your opinion do you think, corporate social responsibility is important for an
organisation for consumer satisfaction?
a) Yes
b) No
c) Neutral
Q3) According to your view point, does managers and leaders are playing important role
in managing CSR practices within organisation?
a) Yes
b) No
c) Neutral
Q4) As per your opinion, are consumer influences by the CSR policy of LIDL?
a) Yes
b) No
c) Neutral
Q5) According to you, what are the potential CSR strategies being adopted by LIDL
managers and leaders to serve customers?
a) Giving back to local community
b) Support social movements
44

c) Environment friendly business practices
d) Social responsibility
e) Aligning community impact with business practices and goals
Q6) According to your view point, what are the effective CSR strategies through LIDL
management can influence customers?
a) Provide customers access of sustainability reports and supplier details to outline
environmentally-conscious business practices
b) Emphasize upon importance of recycling
c) Revolve business model around social responsibility
d) Environment sustainable products
Q7) In what way CSR policies will benefit LIDL?
b) Increase in consumer engagement
c) Increase in business revenue
c) Increased consumer loyalty and sales
d) Better financial performance
Q8) What are the challenges that can be faced by LIDL managers and leaders in the
process of implementing CSR policies to influence customers?
a) Lack of resources
b) Lack of strategic vision
c) No clear metric
d) Connecting CSR to profitability and company’s value chain
e) Pressure from investors
Q9) According to you, does consumers willingly pay more for a product if it`s sold by a
45

socially responsible company?
a) Yes
b) No
c) Neutral
46

47

REFERENCES
Books and Journals
48