Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR
- 3k Downloads
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.
Keywordscorporate social responsibility consumer attributions corporate communications CSR strategy information source
Unable to display preview. Download preview PDF.
- Bhattacharya, C. B. and S. Sen: 2004, ‘Doing Better at Doing Good’, California Management Review 4(1), 9-24.Google Scholar
- Jones, E. E. and K. E. Davis: 1965, ‘From Acts to Dispositions: The Attribution Process in Person Perception’, in B. Leonard (ed.), Advances in Experimental Social Psychology, Vol. 2. (Academic Press, New York).Google Scholar
- Kelley, H. H.: 1972, Causal Schemata and the Attribution Process. (General Learning Press, New York).Google Scholar
- Nielsen Online, 2009, January 27: ‘Web Traffic to Top 10 Online Newspapers Grows 16 Percent in December’, from nielsenwire.com weblog: http://blog.nielsen.com/nielsenwire/consumer/web-traffic-to-top-10-online-newspapers-grows-16-percent-in-december/. Retrieved March 19, 2010.
- Sawyer, A. G.: 1975, ‘Demand Artifacts in Laboratory Experiments in Consumer Research’, Journal of Consumer Research 4(3), 156-164.Google Scholar
- Sobel, M. E.: 1982, ‘Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models’, in S. Leinhardt (ed.), Sociological Methodology 1982 (American Sociological Association, Washington DC), pp. 290-312.Google Scholar
- Vogel, D.: 2005, ‘The Market for Virtue: The Potential and Limits of Corporate Social Responsibility. (Brookings Institution Press, Washington, DC).Google Scholar