Consumer Skepticism about Quick Service Restaurants’ Corporate Social Responsibility Activities

Abstract

ABSTRACT The goal of this study is to investigate a developmental process of consumer skepticism about quick service restaurants (QSRs, also known as fast food or limited service restaurants)’ corporate social responsibility (CSR) activities and consequences of CSR skepticism. People who are aware of QSRs’ CSR activities participated in an online survey. A conditional process analysis was used to test mediating roles of CSR motives and CSR skepticism and a moderating role of perceived restaurant healthfulness in the path from CSR timing to restaurant evaluation. When people perceive QSRs’ CSR actions as responses to public criticism (that is, being reactive), they are less likely to attribute sincere (e.g., values-driven) motives; this leads to skepticism about CSR actions, and ultimately, less favorable evaluation. However, if they perceive QSRs as very healthful, evaluation becomes favorable despite skepticism. QSRs should engage proactively in CSR actions before consumers raise concerns about their businesses. If QSRs have already faced CSR skepticism, they should attempt to mitigate consumer distrust regarding the genuineness of their CSR initiatives. Also, provision of healthful menu items needs to be considered to reduce the negative effects of CSR skepticism.