Linking CSR Initiatives to Customer Perceptions and Intentions : Analysis of the coffee shop industry in Sweden

The role of Corporate Social Responsibility (CSR) in influencing customer attitudes and purchasing intentions is becoming increasingly significant. This study investigates the relationship between CSR initiatives and customer responses through an industry-specific analysis. The Swedish coffee shop industry, a context marked by high coffee consumption and strong sustainability values, provides an insightful context for this research. Through a qualitative case study of main coffee shop chains Espresso House and Wayne's Coffee, and a thematic analysis of 54 customer questionnaire responses, the research examines the CSR initiatives implemented by these leading chains and customer perceptions of them. The findings show that Swedish coffee shops most commonly promote waste reduction, ethical sourcing, and employee wellness in their CSR communications. While younger, frequent customers demonstrate awareness and engagement, many respondents expressed scepticism regarding the authenticity of CSR messaging, citing a lack of transparency and perceived greenwashing. Customers prioritize concrete, visible actions and expect CSR to align with genuine ethical practices. This thesis contributes to understanding how CSR strategies can enhance customer engagement and loyalty in industries where routine purchases intersect with ethical considerations.