An increasing number of companies have realised the importance of Corporate Social Responsibility (CSR), thus the initiation of activities in matters of social and ecological sustainability reveal the need for effective communication and customer involvement. In order to gain a deeper comprehension for corporate intentions and effects on behalf of the customer, the paper applies several research theories to underlying engagement processes.
Moreover, current business practice is analysed for the occurring degree of customer involvement and compared to firms’ perceptions of public communication ideals.
After juxtaposing the results of the theoretical and practical assessment, the thesis reveals knowledge gaps in understanding the relation between customer involvement in CSR and corporate outcomes and makes suggestions for further research projects.

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