How consumer perception regarding corporate social responsibility can be improved by Nike’s
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2021-07-07
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en
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Abstract
For this qualitative research two documents were used and seven interviews were conducted to collect the data. The research has started with analysing the two documents. These are a report, which Nike publishes every year regarding their achieved and future goals that contribute to social problems, and their Instagram page. After this, the interview questions were drawn up, partly based on the findings of the document analysis.
This analysis shows that there are major differences between what Nike publishes in the report and the content they publish regarding this on their Instagram page. This is also confirmed by the respondents as they missed a lot in the posts on the Instagram page regarding Nike’s contribution to social problems, however they did see some of these missing aspects reappear in the report such as goals regarding planet en profit. Also, more information in general should be shared about sweatshops, even if there are no concrete goals for this yet. Because now the information regarding corporate social behavior comes across as greenwashing.
Therefore, the conclusion of this study is that there should be a better alignment between what Nike actually contributes and what they share about this on their social media. Even if some subjects do not have concrete goals yet, the substantiation of these choices should be communicated to the audience.
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Faculteit der Managementwetenschappen