An empirical examination of consumer CSR expectations: attribution, satisfaction, referral, and willingness to pay a premium

Abstract

ABSTRACT This research employs the Expectancy Confirmation/Disconfirmation (ECD) paradigm to extend the knowledge about consumer response to CSR. While several scholars have identified consumer satisfaction with the firm as a salient variable that justifies investment in CSR, few have considered consumers’ CSR perceptions against the backdrop of their CSR expectations, and none has done so empirically. This research examines whether ECD, which incorporates perceptions and expectations regarding CSR, affects satisfaction, referral, and willingness to pay a premium. In addition to replicating prior findings of the interplay between the three outcome variables, our two empirical studies underscore (a) the pertinence of the ECD paradigm to CSR research; (b) the direct and indirect effects of ECD on satisfaction, referral, and willingness to pay a premium; and (c) the role of attribution and satisfaction as serial mediators. Theoretical and managerial implications are discussed, and research limitations are disclosed.