Story, JoanaEisterlehner, Anita Gertrud2016-05-162019-01-302016-01http://hdl.handle.net/10362/17284The following directed research project analyzes how different sustainability efforts of an organization influence consumers’ responses in an industry, which faces high controversy. The study tested shows how two different high fit sustainability endeavors, namely high fit Corporate Social Responsibility (CSR) activities and Corporate Social Entrepreneurship (CSE), affect the way consumers’ attributions are being made with regard to the company’s motive. With data gathered from surveying 156 participants, the study provides evidence that CSR as well as CSE programs stimulate values-driven attributions which positively affect consumers’ trust, corporate reputation and corporate image. Lastly, theoretical and managerial implications of the study are discussed and future research suggestions provided.engCorporate Social ResponsibilityCorporate Social Entrepreneurshipconsumers’ attributionsconsumers’ responsesmaster thesis201526042