ABSTRACT
The advancement of empirical research into the antecedents, correlates, and consequences of corporate social responsibility (CSR) has been hindered by a lack of CSR impact measures, and by a myopic view of the purpose of social responsibility. While a number of empirical studies have investigated CSR at the consumer level, research on the beneficiary and societal impacts are lacking. To illuminate this phenomenon and build on the existing body of scholarship, this chapter discusses the current trends and future directions of measuring CSR. By initially focusing on the strategic “payback” from behaving socially responsible, we segue to the argument that research has not holistically determined what societal benefits actually accrue from CSR engagement. The paradox is that, although it is a “responsibility” of modern business, little attention has been paid to understanding the true benefits of CSR. In this chapter, we not only shed light on this idea but maintain that many organizations have developed a fear of program evaluation – what we call “evaluation-phobia.” Many organizations shy away from evaluating the effectiveness of CSR and instead rely on generic public relations and marketing messages to convey CSR strategies.
