Journal of Co-operative Studies, 51(1), 17-26

Abstract

The term “Corporate Social Responsibility” (CSR) refers to stakeholders’ demands on firms to act socially responsibly. In an exploratory research project from 2008, a stratified sample of 3,000 customers of an Austrian credit co-operative was questioned. This study was replicated in 2016 to uncover possible changes in the perception of CSR measures and how they are linked to the generation of membership value over time. The data from 2016 continues to suggest that members of Austrian credit co-operatives are not only interested in the co-operative’s products and services, but also in other, partial benefits. Members are interested in the co-operative itself because they can identify with the values conveyed by the social and regional engagement of their co-operative, but it becomes increasingly difficult to convey these values by CSR measures and to really reach out to clients.

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