Consumers and employees come to understand corporate citizenship similarly but their responses differ

In a study of consumer and employee responses to corporate citizenship initiatives, researchers found that consumers and employees go through similar processes in understanding corporate citizenship and need to understand different aspects of the firm’s citizenship commitments. It also finds that employees often have a low awareness of a firm’s programs, making it difficult for the company to harness them as ambassadors for their companies’ efforts. As consumers learn about initiatives, the study finds, they tend to look for transparency about company motives.