ABSTRACT
The study of corporate social responsibility (CSR) of an organization has predominantly focused on rationalist assumptions (Kantian or utilitarian approaches) and external ethical image (e.g., marketing). This chapter first aims to integrate the emotional aspect of virtue ethics into existing CSR themes such as the three-dimensional model (e.g., Carroll, 1979), stakeholder theory, and ethical theory. It also explores the antecedents and consequences of virtue at the organizational level, by linking customer perceptions of the ethical character of The Body Shop to organizational outcomes such as emotional attachment and satisfaction.
