Abstract
Based on the concept of hypocrisy perception, this paper studies and discusses consumers’ response to corporate social responsibility (CSR) hypocrisy perception, discusses the formation of consumers’ hypocrisy perception from the perspective of consumers’ expectation of CSR, and originally reveals the psychological and behavioral mechanisms of the generation of negative emotions and their role in consumer response. The results are as follows: (1) consumers’ CSR expectations and CSR perceived performance have a significant impact on their perception of hypocrisy; (2) consumers’ perception of hypocrisy has a significant impact on their negative emotions; (3) consumers’ negative emotions can have a significant impact on their attitudes and negative behaviors. The research results show that consumers’ expectations of CSR activities can affect consumers’ attitudes and behaviors, among which consumers’ perceived CSR performance, perceived hypocrisy, and negative emotions play an important role. In the implementation of CSR activities, enterprises should avoid making consumers have excessive expectations and appease their negative emotions, so as to improve the implementation effect of CSR activities.
Highlights
Corporate social responsibility (CSR) is a strategic corporate tool for influencing consumers because it can encourage consumers’ positive responses toward the firm, such as increased purchase intention (Luo and Bhattacharya, 2006)
The main findings are as follows: First, consumer perceptions of CSR hypocrisy are affected by their CSR expectation and perceptions of CSR performance
Expectations of CSR and negative emotions are confirmed in the process
Summary
Corporate social responsibility (CSR) is a strategic corporate tool for influencing consumers because it can encourage consumers’ positive responses toward the firm, such as increased purchase intention (Luo and Bhattacharya, 2006). China Vanke Co., Ltd., a leading provider of urban and rural construction and living services in China, and a leading enterprise in the real estate industry in China, and a real estate leader with annual profits of several hundred million dollars, donated only $286,143 to the Wenchuan earthquake in 2008, far less than the donation of enterprises of the same size (Country Garden, another large real estate enterprise in China, donated $1,920,945), and even less than the individual donation of some celebrities This donation did not encourage consumers’ support for the company, but rather led to Consumers’ Response to Corporate Hypocrisy them boycotting the firm’s products, because consumers believed that the donated amount was too small considering the size of Vanke. They felt cheated by the firm, which hurt their sentiments.
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