Does consumer social responsibility augment corporate social responsibility: A reciprocal analysis of external stakeholder from stakeholder theory perspective

Abstract

AbstractThis study attempts to reveal the reciprocal analysis between the corporates and external stakeholders to substantiate the nexus how socially responsible practices amplify the repute of organizations. This study fulfills the literature gap by investigating the role of corporate social responsibility (CSR) and external stakeholders (consumers) by equipping consumer social responsibility (CnSR) as an intervening variable from the stance of stakeholder theory. The results by engaging SEM model demonstrated the positive connection of CSR on consumers in terms of two streams, that is, satisfaction toward CSR‐oriented firms and retention toward CSR‐oriented firms. The extended testing uncovered the positive moderating impact of CnSR and education on consumers' satisfaction and retention. These findings yield two‐way insights to augment green and environment‐friendly reciprocal connections in shaping a better community. In addition, how CnSR can bridge the gap is another interesting outcome of the study whereby experts may consider such a gauge for future work to report more exciting findings from assorted perspectives worldwide.