Conclusions

             In conclusion, we believe that CSR is an important element that should be taken into consideration by marketers when marketing technology products. The main issue nowadays, as stated earlier in the text, is that consumers do not purchase from companies that are socially responsible because they lack information on CSR. If consumers were made more aware of CSR, they would have stronger behavioural intentions toward buying products from socially responsible companies (Sen et al. 2006).

          According to our survey research , 70% of the sample population were not aware of the CSR activities technology companies were involved with. We discovered that CSR is not being properly communicated in the technology industry, which has been found to be a much needed strategic tool. Of course, CSR does not only have to be a marketing tool for companies; CSR should also be perceived as authentic and it should make the company more credible to the eyes of the consumers. Following our research on technology companies we have found that they are doing a lot of CSR activities, despite their lack of communication on many platforms.

         Epstein-Reeves (2010) found that consumers purchasing decisions depend on the packaging of a product. This means that they check the labelling to make sure the brand is committed to positive social and environmental impact. However, the companies we researched do not seem to give weight to this factor. Most of them do not place any sticker, such as “environmental safe” or “green product”, on their laptops (and packaging). Moreover, they do not have any physical evidence in the shops that would make the consumer aware of their CSR activity (observational research). On the researched technology websites, the CSR information is present, but not visible.

         We believe that CSR is going to be of more interest for consumers in the near future. Therefore, after companies start communicating CSR more effectively to consumers, all the rest of the technology companies will need to follow. According to the research fundings, consumers would not buy from a company if it was socially irresponsible (Epstein-Reeves 2010).

We would like technology companies to read this website and realise the importance of communicating their CSR activities to consumers.