Motivations for corporate social and environmental responsibility: A case study of Scandinavian Airlines

The term corporate social and environmental responsibility (CSER) is gaining popularity with some studies attempting to escape narrow definitions of corporate responsibility. This paper aims to develop a model that illustrates how various external, sector-specific and internal influences for CSER are interpreted, and then shaped into action at the level of the firm. Using an in-depth case study approach, this model is then applied to one firm — Scandinavian Airlines (SAS). Developing an understanding of the figurative black box of SAS's motivations contributes to unlocking the reasons why corporations are choosing (or not) to commit to CSER.