In academic literature there is evidence that Corporate Social Responsibility (CSR) affects consumer's loyalty to the firm, its attitude towards the firm and may result in purchasing intentions. However, the numerous researchers suggest that the low consumer awareness of CSR initiatives significantly narrow the target audience, while consumer's scepticism reduces the positive effect of its implementation. The current research provides empirical evidence for the CSR communication framework by Du et al. (2010) and follows their suggestion to investigate how a company can best communicate its...