Abstract
Although most consumers are positive about socially responsible companies, in order to benefit from CSR efforts, effective and clear CSR communication is important. However, due to the constantly rising profusion of eco-labels, based on either own claims from the organization or claims made by an external third party, consumers may encounter difficulties in identifying truly responsible firms, which could result in less effective CSR initiatives, even for those responsible firms. Therefore, building on attribution theory, this study seeks to identify how uncertified internal CSR claims and external third-party CSR labels should be used in order to deter greenwashing and increase positive consumer evaluations. Within a 3 (external third-party CSR label: positive vs. negative vs. no label) × 2 (uncertified internal CSR claim: present vs. absent) design, respondents are exposed to different coffee product packages measuring their attitude toward the brand, corporate credibility, purchase intention, and scent perception, as well as perceived attributional CSR motives. Overall, findings indicate that especially an external CSR label affects consumer responses toward the firm. Moreover, perceived CSR motives serve as a mediator between an external CSR label and corporate credibility and brand attitude, respectively. These findings warrant further consideration of introducing an external multilevel rating systems by governmental law.
Highlights
Corporate social responsibility (CSR) describes the concept of companies voluntarily incorporating environmental and social concerns in both their business operations and their interaction with stakeholders (Mickels 2009)
Abstract most consumers are positive about socially responsible companies, in order to benefit from CSR efforts, effective and clear CSR communication is important
Post hoc comparisons indicate that a positive external label induced a more favorable brand attitude (M = 3.49, SD = .62) compared to a negative label (M = 2.98, SD = .70, p \ .001)
Summary
Corporate social responsibility (CSR) describes the concept of companies voluntarily incorporating environmental and social concerns in both their business operations and their interaction with stakeholders (Mickels 2009). By means of investments in green advertising and CSR, firms want to be perceived as environmentally friendly and socially involved in order to build up more positive brand attitudes and purchase intentions (Nyilasy et al 2014). Engaging in CSR may strengthen the relationship with consumers and may improve—over time—the corporate reputation (Du et al 2010; Pomering and Johnson 2009), generates positive attitudes toward the firm, and may increase purchase behaviors (Becker-Olsen, Cudmore and Hill 2006; Du et al 2010; Ellen et al 2006; Sen and Bhatachharya 2001). Engaging in CSR may issue forth from the belief that companies have to contribute to a sustainable environment, and from the idea that CSR efforts offer business benefits (Du et al 2010)
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