In order to explore the mechanism of consumer responses to corporate social responsibility, this paper constructs a research framework including CSR, consumer–company identification, consumer responses, and fit, and tests the framework using a scene-questionnaire survey. Empirical results demonstrate that CSR not only has positive influence on consumer purchase intention, recommend intention, and loyalty directly, but also has indirect positive influence on consumer purchase intention and recommend intention through CCI. The influencing process of CSR on CCI is moderated by fit and (...) the moderating direction is different owing to product types. For the products whose association preference is positive, fit can positively moderate the relationship between CSR and CCI, while for products whose association preference is negative, the moderating role will be negative. (shrink)

While previous studies have discussed how much should be given by firms, less is known about how firms would spend these investments, such as strategically allocating these philanthropy activities across geographic markets. This study examines the impact of multimarket contact on corporate philanthropy in different geographic markets. Using Chinese property insurance firms from 2007 to 2015 as samples, the results show that firms are less likely to initiate philanthropy activities in geographic markets with high multimarket contact. We also found that (...) the negative impact of multimarket competition on corporate philanthropy is stronger in highly concentrated markets. Moreover, this negative relationship is stronger when institutional distance at a firm level is low. Our study contributes to the literature on corporate philanthropy and multimarket contact. (shrink)

The response of consumers to a firm’s ethical behavior and the underlying factors influencing/forming each consumer’s response outcome is analyzed in this article based on information obtained through interviews. The results indicate that, in the Chinese context, the responding outcome can be boiled down to five types, namely, resistance, questioning, indifference, praise, and support. Additionally, consumers’ responses were mainly influenced by the specific consumer’s ethical consciousness, ethical cognitive effort, perception of ethical justice, motivation judgment, institutional rationality, and corporate social responsibility–corporate (...) ability (CSR–CA) belief. Based on these results, a generalized framework of consumer’s ethical responses is developed which provides a number of insightful suggestions upon how to motivate a consumer’s support of a firm’s ethical behavior and to transfer this kind of support into truly positive purchasing behavior. (shrink)