Abstract
With growing interest in corporate social responsibility (CSR), companies are utilizing it as a public relation (PR) tool for corporate image change. Previous research suggests that the fit between a company and CSR activity is a key determinant of CSR success. They show that, the higher the CSR fit, the more positive the consumers’ evaluations are. However, although many companies undertake various CSR activities, there is no research examining the effect of consistency among various CSR activities. In addition, there is a lack of explanation for cases where consumers positively evaluate low CSR fit. In this study, we examine CSR fit, consistency among various CSR activities (CSR consistency), and the degree of consumer support for CSR activities (CSR support). Our multiple regressions show that higher the CSR support, the more positive is the consumer’s evaluation of the company. In addition, when CSR support is high, the effect of CSR fit and CSR consistency on company evaluations is insignificant. However, when consumer support for CSR activities is low, company evaluations are positive only when both CSR fit and CSR consistency are high. In addition, the influence of three variables on company evaluation is mediated by CSR motives. Finally, we discuss the implications of this study.
Highlights
As corporate sustainability, which indicates company activities demonstrating the inclusion of environmental and social concerns in business operations and in interactions with stakeholders [1], is becoming increasingly important for society [2] and corporate social responsibility (CSR) is recognized as indispensable for corporate sustainability, interests in CSR activities is explosively growing
Our findings suggest that CSR support positively affects consumer perceptions about corporate motivOautirofinnodfinCgSsRsuacgtgiveisttieths,arteCgSaRrdsleuspspoofrtthpeolseitvievleolyf aCfSfeRctfsitcaonndsuCmSeRr cpoenrcseisptetinocnys. aInboaudtdciotiropno,rtahtee mresoutilvtsatsihoonwofthCaStRwahcetnivCitSieRs,sruepgpaordrtleisssloowf t,hceonlesvueml eorfs CpSeRrcefiivt eanthdeCcSoRrpcoorantseismteontciyv.aItnionadodfitCioSnR, activities positively only on the condition of high-CSR fit and high-CSR consistency
The results showed that the effects of CSR support, CSR fit, and CSR consistency on company evaluation are mediated by perceived CSR motives
Summary
As corporate sustainability, which indicates company activities demonstrating the inclusion of environmental and social concerns in business operations and in interactions with stakeholders [1], is becoming increasingly important for society [2] and corporate social responsibility (CSR) is recognized as indispensable for corporate sustainability, interests in CSR activities is explosively growing. Companies are utilizing CSR as a public relation (PR) tool to change their corporate image, in addition to focusing on their responsibility towards society [3]. Research shows that the relationship between CSR activities and corporate performance is positive [5]. Some studies suggest that CSR has a negative effect on corporate performance [6,7]. Studies on consumer perception of CSR activities reveal inconsistent results. Some studies show that CSR activities enhance consumer satisfaction [4,8], while others emphasize that CSR activities raise persuasion knowledge or CSR hypocrisy among consumers, resulting in negative evaluation of companies [9,10]. Prior studies on CSR activities do not provide a clear direction in practice; there is a need to provide practical guidance to companies for effective CSR activities
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