ResearchToday!: Understanding the Mediating Role of Cultural Values in influencing attitudes towards CSR in Toronto. A Focused Exploration on Environmental Sustainability Initiatives of Recycling and Product Packaging

‘ResearchToday!’ is a research seminar series that shows the width of research in the Business School, and is a forum to foster the collaboration and exchange among interested colleagues. We meet weekly during teaching term times.

About this event

Date: 12 November 2020
Location: This event will be delivered virtually
Time: 12:00 - 14:00
Price: Free
Telephone: Please Email
Organiser: Professor Karin Moser, Director London Centre of Business and Entrepreneurship Research

Interested guests are always welcome, from within or outside of the university! No registration is needed if you are internal, please just join us. If you are external to the University, please just send us an email to let us know you will be joining us, and we will inform our reception desk to expect you. Contact and further information: Research Manager for the Business School, email:

This week's seminar presentation will be given by Sharon Peters. To give you a taste of the session, a brief abstract can be found below:

This study seeks to understand consumer attitudes towards CSR initiatives that are pro-environmental in a
multicultural market. Research abounds in understanding values in inter-national markets and by making a comparison between two or more countries. Rarely has the focus been channeled towards looking into national multicultural settings which has left a huge gap. While not discounting the significance of international studies, the lack of balance and adaptability in ever-changing markets should be addressed. This study sets out to build theories that can be tested in any domestic multicultural market. Through in-depth interviews, it further seeks to provide a potential valuation on the influence of cultural values on behaviour within the environmental sustainability discourse. One of the major concerns of marketers in a multicultural setting revolve around determining market segmentation of consumers (minority or otherwise) based on their attitudes and behaviours towards their host or home culture. Firms and marketers can employ the right marketing strategies to avoid missing out on opportunities for favourable market attitudes. As far as the researcher is aware, this is the first study of its kind in Canada or any multicultural city as previous studies have compared cultural attitudes between two or more countries/cultures