Assessing the Impact of the National Cultural Framework on Responsible Corporate Behaviour towards Consumers: an Application of Geert Hofstede's Cultural Model

This article aims to define and measure responsible corporate behaviour towards consumers in EU countries by defining an index of responsible corporate behaviour towards consumers and to establish the impact of Geert Hofstede's cultural dimensions on the responsible behaviour of organisations towards consumers. The index uses a specific measurement methodology based on three major components of responsible corporate behaviour towards customers and on content analysis of the Eurostat databases, the RAPEX 2012 Annual Report, the 2012-2013 Global Competitiveness Report and the Global Reporting Initiative database. We used the multifactorial regression and the Wald significance test to demonstrate that organisations operating in countries characterised by low power distance, individualism, femininity, tolerance of unknown and long-term orientation pay more attention to responsible corporate behaviour towards customers. The study highlights theoretical considerations that support the influence of the national cultural framework on responsible corporate behaviour towards consumers. The methodology for calculating the index of responsible corporate behaviour towards consumers can become a basis of analysis of responsible corporate behaviour towards local consumers or other stakeholders.