An investigation of consumer evaluation of authenticity of their company's CSR engagement

Abstract

Authenticity seems to be relevant for corporate social responsibility (CSR) judgement as it mitigates the inherent tension between pro-sociality and profit seeking and conflicting demand from various stakeholders. In this study a CSR authenticity model was developed and tested to identify factors that influenced consumer evaluation of the CSR authenticity of their bank. Primary data were collected through the use of a survey. This study used confirmatory factor analysis to evaluate the measurement properties and structural equation modelling with AMOS to identify significant relationships. Practitioners can use this framework to critically examine their portfolio of CSR activities and to assess how each activity is congruent with their core purpose and business in order to develop more effective strategies. The present study contributes theoretically and empirically to expanding limited knowledge about the relationship between CSR authenticity and consumer responses. Also, by linking the concept of identification with CSR authenticity, we build on and contribute to both social identity theory and CSR literature.