Journal of Business Ethics

, Volume 142, Issue 3, pp 515–526 | Cite as

Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification

  • Xinming DengEmail author
  • Yang Xu


In order to explore the mechanism of consumer responses to corporate social responsibility (CSR), this paper constructs a research framework including CSR, consumer–company identification (CCI), 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.


Corporate social responsibility Consumer–company identification Consumer responses Fit 



This research was supported by the Natural Science Foundation of China (NSFC) (Projects No. 71272232 and 70902053).


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Copyright information

© Springer Science+Business Media Dordrecht 2015

Authors and Affiliations

  1. 1.School of Economics and ManagementWuhan UniversityWuhanPeople’s Republic of China

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