The effects of CSR perceptions and agreements: applying the heuristic-systematic information processing model in CSR campaigns

Abstract

ABSTRACT Although some scholars explored the heuristic-systematic information processing model in communication studies, little is known about how consumers’ CSR perceptions influence CSR information processing and how the different information process strategies can affect consumers’ purchase intentions. To address this research gap, this paper conducted an online survey to understand how consumers’ agreements on CSR can determine their information-processing modes and subsequently affect their purchase intentions. The results suggested that higher levels of consumer agreement were associated with both systematic and heuristic information processing modes. Additionally, this study found that the positive effect of consumers’ CSR agreements on purchase intention was mediated by the heuristic process, while an indirect effect involving the systematic process was not observed. Also, the moderated mediation model suggested that the indirect effects of consumers’ CSR agreements on purchase intentions through the heuristic process depended on intrinsic CSR attribution. The theoretical implications and practical contributions to CSR communication are discussed in detail.