Consumer perception of CSR activities of the firm in retail sector: systematic literature review

CSR perception by consumers started to play an important role in the retail industry. Consumer concern makes companies act socially and environmentally responsible. This paper aims to provide the results from the qualitative analysis that is presented in the form of a systematic literature review analysis. The main contribution of this paper is an integrated framework that shapes existing knowledge on consumer perception of CSR and summarises possible avenues of further research in the retail industry with a focus on consumer perception. The obtained outcomes will be valuable for marketing scholars who are working in this field as well as practitioners from the retail field who are interested in socially responsible activities.