Journal of Business Ethics

, Volume 118, Issue 1, pp 203–213

Reciprocity in Corporate Social Responsibility and Channel Performance: Do Birds of a Feather Flock Together?


    • Department of MarketingUniversity of Texas at Arlington
  • Qinqin Zheng
    • Fudan University

DOI: 10.1007/s10551-012-1582-1

Cite this article as:
Luo, X. & Zheng, Q. J Bus Ethics (2013) 118: 203. doi:10.1007/s10551-012-1582-1


Corporate social responsibility (CSR) is more and more important in the supply chain. Drawing from the stakeholder theory and channel relational reciprocity literature, we develop and empirically support a theoretical framework. Our framework predicts that CSR reciprocity between buyer and seller firms in a supply chain affects channel tie intensity and channel sales performance (main effects) and that market competition may amplify these influences (moderated effects). The framework reveals important implications regarding the role of reciprocal CSR for channel relationship management.


Channel performanceCSR reciprocityMarket competition

Copyright information

© Springer Science+Business Media Dordrecht 2012