Journal article
Not all CSR initiatives are perceived equal: The influence of CSR domains and focal moralities on consumer responses to the company and the cause
Journal of cleaner production, v 380, 134949
20 Dec 2022
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Companies engage in corporate social responsibility (CSR) in various domains. As the current research establishes, consumers respond to these various domains in distinct ways, depending on the congruence of each domain with the consumer's predominant or focal morality. Two experimental studies involving 1207 consumers—obtained from a single-country sample in Study 1 and a cross-national sample in Study 2—reveal that exposing autonomy-oriented consumers to ethics-based CSR, or purity-oriented consumers to environment-based CSR, leads to more favorable pro-company responses (i.e., attitudes toward the company) and pro-society responses (i.e., intentions to donate money and volunteer for the cause). However, the hypothesized congruence mechanism does not hold when community-oriented consumers are exposed to community-based CSR. These findings suggest that congruence between the CSR domain addressed by the company and the focal morality embraced by consumers can predict consumer responses to CSR. Furthermore, the findings provide practitioners with insights into how to communicate their CSR activities to different consumer targets, in ways that enhance both business returns and societal impacts.
Metrics
Details
- Title
- Not all CSR initiatives are perceived equal: The influence of CSR domains and focal moralities on consumer responses to the company and the cause
- Creators
- Camilla Barbarossa - Department of Marketing, TBS Business School, 1 Place Alfonse Jourdain, 31000, Toulouse, FranceYanyan Chen - Department of Marketing, TBS Business School, 1 Place Alfonse Jourdain, 31000, Toulouse, FranceSimona Romani - Department of Business and Management, LUISS Guido Carli University, Viale Romania 32, 00197, Rome, ItalyDaniel Korschun - Drexel University
- Publication Details
- Journal of cleaner production, v 380, 134949
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000886234400005
- Scopus ID
- 2-s2.0-85141477760
- Other Identifier
- 991020548383104721
UN Sustainable Development Goals (SDGs)
This publication has contributed to the advancement of the following goals:
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Engineering, Environmental
- Environmental Sciences
- Green & Sustainable Science & Technology