Building food consumer loyalty through economic corporate social responsibility: the moderating effects of environmental and social dimensions

Abstract

Research into the impact of Corporate Social Responsibility (CSR) on consumer behaviour has consistently revealed that CSR initiatives possess the potential to mould specific consumer attitudes and behaviours that, in turn, profoundly influence the overall success of businesses. Building upon the theoretical framework of the expectation disconfirmation theory, this study seeks to delve deeper into the intricate dynamics that underlie the influence of consumers’ perceptions of a company’s CSR efforts on their satisfaction levels and, consequentially, their propensity to exhibit brand loyalty. Previous CSR studies have ignored the possible interactions between CSR dimensions. This study tests the moderating role of social and environmental aspects of CSR in the relationship between economic responsibility and consumer satisfaction, influencing consumer loyalty. A sample of 252 Spanish consumers was used to test the hypotheses. The findings suggest that each aspect of CSR has varying levels of impact, and their interplay also significantly affects satisfaction and consequent loyalty. The economic aspect most influences consumer loyalty, and its effect is amplified as social or environmental aspects increase.