Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR

Journal of Business Ethics 102 (4):639-652 (2011)
Abstract
Corporate social responsibility (CSR) has emerged as an effective way for firms to create favorable attitudes among consumers. Although prior research has addressed the direct influence of proactive and reactive CSR on consumer responses, this research hypothesized that consumers’ perceived organizational motives (i.e., attributions) will mediate this relationship. It was also hypothesized that the source of information and location of CSR initiative will affect the motives consumers assign to a firms’ engagement in the initiative. Two experiments were conducted to test these hypotheses. The results of Study 1 indicate that the nature of a CSR initiative influences consumer attribution effects and that these attributions act as mediators in helping to explain consumers’ responses to CSR. Study 2 suggests that the source of the CSR message moderates the effect of CSR on consumer attributions. The mediating influence of the attributions as well as the importance of information source suggests that proper communication of CSR can be a viable way to inculcate positive corporate associations and purchase intentions
Keywords corporate social responsibility  consumer attributions  corporate communications  CSR strategy  information source
Categories (categorize this paper)
Options
 Save to my reading list
Follow the author(s)
My bibliography
Export citation
Find it on Scholar
Edit this record
Mark as duplicate
Revision history Request removal from index
 
Download options
PhilPapers Archive


Upload a copy of this paper     Check publisher's policy on self-archival     Papers currently archived: 11,456
External links
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library
References found in this work BETA
Citations of this work BETA

View all 6 citations

Similar books and articles
Linda C. Rodríguez (2007). How Do Managers Choose CSR Strategy. Proceedings of the International Association for Business and Society 18:240-244.
Ziva Sharp & Nurit Zaidman (2010). Strategization of Csr. Journal of Business Ethics 93 (1):51 - 71.
Analytics

Monthly downloads

Added to index

2011-08-20

Total downloads

17 ( #99,554 of 1,102,446 )

Recent downloads (6 months)

9 ( #24,784 of 1,102,446 )

How can I increase my downloads?

My notes
Sign in to use this feature


Discussion
Start a new thread
Order:
There  are no threads in this forum
Nothing in this forum yet.