消費者視点のCSR指標を求めて

摘要

消費者が求める基本的?本質的企業責任とは，そもそも「公正な取引に努めること」であったはずだが，近年では，自身の立場に関係なく，複合的，包括的な「責任」が社会全般として求められるようになってきた．この関心の高まりと共にCSRに関する指標が誕生はしているものの，しかしながらそれらのどの指標も，消費者が求める，また認識する「企業責任」を示すものではない．そこで本研究では，消費者求めるCSRの指標を検討すべく，まず消費者が認識する「企業責任」を，マーケテイングの基本命題である「顧客満足」との関係から考察する．%Fundamental/essential corporate responsibility for which consumers ask must have been "striving for fair dealings" primarily. In recent years, complex and comprehensive "responsibility" has come to be searched for as a public at large regardless of an own position. The indexes about CSR are being proposed with the rise of this concern, however, every index of those CSR does not represent the "corporate responsibility" for which consumers ask and recognize. So, this research considers the "corporate responsibility" which consumers recognize by searching for a relation with the "customer satisfaction" which is an elementary proposition of marketing. At the end, from this argument, what can serve as CSR indexes should be examined?