The impact of congruence between the CSR activity and the company's core business on consumer response to CSR

Abstract

The focal action in CSR campaigns can be either related or unrelated to the company's core business. Previous research has revealed mixed results as to which option produces the most favorable consumer responses. In this paper, we try to shed some light on the effect of congruence between the CSR campaign and the company's core business on consumer response, while identifying skepticism toward CSR as the key moderator that can help us assess its impact. The data confirm our hypotheses and clarify the role of congruence in CSR initiatives. Both academic and managerial implications are reported and discussed.