Eco-friendly technologies, resource-saving manufacturing processes, and fair working conditions - more and more companies are informing about social and ecological initiatives. Christoph Schleer examines when and why consumers incorporate the social and environmental behavior of companies into their purchasing decisions. In fact, companies must choose the 'right' social and ecological issues, inform consumers about the impacts of their activities, and convince them of their truthfulness and effectiveness. The CSR activities demonstrated by companies should therefore be visible, credible, and effective. Based on numerous research findings and the results of his own empirical study, the author develops recommendations for action that can help companies meet these requirements.