Exploring the relationship between consumerism, corporate social responsibility and ethical performance in Zimbabwe: A survey analysis
Lionel Muchirahondo ORCID ↗
International Journal of Business Ecosystem & Strategy · 2026 · Vol. 7 / Issue 6 · 643-656
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Observed 21 Oct 2026, 00:14 UTC
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Abstract
This study explored the relationship between consumerism, corporate social responsibility (CSR), and ethical performance in Zimbabwe through a survey analysis. The research explored the differences in consumerism between developed and less developed countries and identified various influence consumerism, including economic situation, level of consumer education and awareness, and cultural considerations. The concept of consumerism was familiar to Zimbabwean consumers, but they lacked a comprehensive understanding of how it could be used to hold businesses accountable. Consumerism is in its infancy in Zimbabwe, and citizens lack awareness of their rights and obligations. This research relied on the understanding and perceptions of consumers to examine the relationship between consumerism, CSR, and ethical performance in Zimbabwe, as well as the effects of consumer activism on corporate behaviour. The data for this exploratory study was collected and analysed using qualitative methodologies from a representative sample of 200 Zimbabwean consumers chosen at random. The collected questionnaires were carefully analysed and structured to identify themes and key differences, providing a holistic understanding of the study. The findings indicated that consumers in Zimbabwe prioritise price, brand, quality, and country of origin over CSR and the ethical performance of organisations. This suggests that businesses in Zimbabwe have little incentive to prioritise CSR and ethical behaviour unless it aligns with the demands of consumers. The research highlighted the need for more education and awareness-raising efforts around CSR and ethical business practices in Zimbabwe. Overall, the study underscored the importance of consumerism and its impact on corporate social responsibility and ethical performance in Zimbabwe.
Keywords: {'name': 'Consumerism'}, {'name': 'Corporate Social Responsibility'}, {'name': 'Ethics'}, {'name': 'Awareness'}, {'name': 'Zimbabwe'}
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Lionel Muchirahondo
Independent Institute of Education
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