CSR's impact on the consumption of Fairtrade chocolate

The impact of Corporate Social Responsibility (CSR) on consumers¿ ethical behaviour is one issue that has generated a lot of research. This study sought to determine the extent of the effects which CSR initiatives like fairtrade have on the consumer behaviour patterns of the study population (staff and students of the University of Chester) with a view to providing a test for the commonly held belief that CSR does indeed affect consumer behaviour. This study is valuable for understanding the reasons for consumer choice of fairtrade chocolate brands as a direct result of income. More people who had a relatively higher income were willing to purchase the higher priced fairtrade chocolate than those with a lower income who generally preferred lower priced brands.