Supervisor(s)

Client Organization/Partners Corporate responsibility and utilising the full potential behind it is a powerful tool for any company. Many companies and organizations have made investigations and reports to enable them to reach this full potential. The purpose of the present research was to study the level of consumer awareness towards corporate responsibility through the role of media channels. The objective was to study the scope of corporate responsibility from the consumer perspective and provide an association between theories and practical solutions. A further aim was to explain historical roots and the development of the concept, as well as the ideologies behind it and study customers ’ awareness about the phenomenon; one important factor being the media. The theoretical framework is constructed on a literature review consisting of various books, academic and non-academic articles, and online publications. A qualitative interview with 20 participants was used to elicit the consumer viewpoint. Coca-Cola Company’s sustainability and GRI reports and strategies for the 2011-2013 financial years were analysed. The results indicate that the functional utilization of corporate responsibility requires concret