Graduation Year


Date of Submission


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Craig Bowman


Corporate social responsibility (CSR) initiatives hold the potential to generate positive value for corporations, consumers, and society as a whole. The alignment of CSR practices with consumer attitudes, values, and identity translates into increased profits, robust consumer connections, and brand loyalty for companies. However, inconsistencies between corporate and consumer attitudes can result in adverse effects on brand value and financial success. This thesis explores the components of attitude formation and change as they relate to CSR outcomes. Additionally, this considers the impacts of the consumer psychology of brands and social influence factors as they pertain to CSR implementation and results. Using a comparative approach, these concepts are analyzed through contrasting CSR case studies to illuminate the key variables influencing the nuanced consumer-corporate relationship and the effectiveness of consumer social responsibility initiatives.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.