Asian Journal of Business Ethics

, Volume 8, Issue 2, pp 127–154 | Cite as

Consumers’ ethical orientation and pro-firm behavioral response to CSR

  • KyuJin ShimEmail author
  • Soojin Kim


This study identifies the roles of consumers’ ethical orientations and CSR (perceived corporate social responsibility) motives and the dynamics of these two variables on the subsequent consumers’ attitudinal and behavioral responses to CSR—perceived corporate authenticity and pro-firm behavioral intentions. To examine the impact of individual consumers’ ethical orientations, the authors measured consumers’ ethical orientations such as deontology and consequentialism through a Web-based survey conducted in Korea and in the USA. Further, to investigate the role of perceived CSR motives, the authors measured the perception of a company’s business-oriented motives and society-oriented motives in conducting CSR. Results demonstrate the different role of ethical orientation in impacting consumers’ responses across these countries. Consumers’ consequentialist orientation appears to be positively associated with pro-firm behavioral intention in both the Korean and the US studies. In the Korean study, Consumers’ deontological orientation reduces perceived corporate authenticity when corporate motives seem business-oriented. Theoretical and practical implications are discussed.


Corporate authenticity Corporate social responsibility Consequentialist ethics CSR motives Deontological ethics Strategic CSR 



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© Springer Nature B.V. 2019

Authors and Affiliations

  1. 1.School of Culture and Communication, Faculty of ArtsThe University of MelbourneMelbourneAustralia
  2. 2.The University of Technology SydneyUltimoAustralia

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