The Influence of Previous CSR Activities on Attitude Towards the Company

Abstract

This study examined the influence of previous corporate social responsibility activities on attitude towards the company. The study adopted an experimental method, with a 3x2 factorial design, in which the first treatment condition was grouped into three, which include; control, diversity group and eco-friendly group. Participants in the first treatment condition were given positive information about the company CSR. Furthermore, the second treatment condition was divided into two; non-diversity and non-eco-friendly groups, participants were given negative information about the company’s CSR. The result gotten from the experimental study, shows that prior positive knowledge about company’s CSR has a significant effect on the attitude towards the company {F(2, 299) = 6.27, p = .002}, compared to prior negative knowledge about company’s CSR {F(2, 299) = 0.13, p = .878}, which is not significant. Individually, the result analysis reveals that both diversity group (M = 5.37, SD = 1.00) , 95% C.l. = [ .5.17, 5.56] and the eco-friendly group (M = 5.32, SD = 90) , 95% C.l. = [ .5.15, 5.50] that received positive information about the company’s CSR are significant on attitude towards the company compared to non-diversity (M = 5.18, SD = .98), 95% C.l. = [ 5.02, 5.33] and non-eco-friendly group (M = 5.24, SD = .97), 95% C.l. = [ 5.08, 5.39], which are insignificant in influencing attitude towards the company. Therefore, companies should endeavour to prioritize their CSR activities in order to get positive reviews and actions from customers and potential clients.