Consumer Perceptions Of Corporate Social Responsibility Research Articles

Impact of CSR on Customer Citizenship Behavior: Mediating the Role of Customer Engagement

The goal of this study is to analyze a proposed model that shows how customer perceptions of corporate social responsibility (CSR) and customer citizenship behavior (CCB) in the banking sector are directly and indirectly related. In addition, we examine how CSR contributes to the growth of customer engagement. Customers of Indian banks made up the study’s target population, and 363 responses were collected as part of the sample. According to the findings, customer perception of CSR is favorably correlated with customer engagement and CCB. Moreover, customer engagement serves as a mediating factor in the link between consumer perception of CSR and CCB. Our findings demonstrate that CSR influences consumer engagement directly, and that customer engagement partially mediates the relationship between CSR and CCB. The results also provide evidence in favor of CSR and customer engagement as CCB outcomes.

Corporate social responsibility and customer-citizenship behaviors: the role of customer–company identification

PurposeThis study aims to analyse a proposed model depicting the direct and indirect relationship between consumer perceptions of corporate social responsibility (CSR) and customer citizenship behaviour (CCB) in the banking industry.Design/methodology/approachIn this study, data was collected from banking consumers in India. The final sample included 505 responses. The hypotheses were tested using structural equation modelling.FindingsThe findings suggest that consumer perceptions of CSR are positively related to consumer identification with the company and CCB. Also, the relationship between consumer perception of CSR and CCB is mediated through consumer–company identification. This suggests that CSR activities are positively related with the consumer identification with their company, which encourages CCB.Originality/valueThis study contributes empirically and theoretically to expand the limited knowledge about the cognitive link between CSR and consumer behaviour. This study provides new insights about the proposed relationships related to the effects of consumer perception of CSR on CCB.

Consumer Perception of Corporate Social Responsibility (CSR) Through Retail Brand Labels Disclosure

Retail brands were initially introduced as low quality brands with low prices. Currently, customers understand that these brands are valuable price/quality options and have a preference for them. The increased competition among distribution companies have forced retailers to increasingly introduce sustainable practices, including in own brands. This paper analyses the corporate social responsibility (CSR) communication through the packaging of retailers’ products. Following a content analysis of 377 packages of private labels from seven retail chains in Portugal, the authors concluded that there is CSR information in packages disclosing a variety of themes. A survey to 539 consumer indicate that consumer perceptions of CSR in packages correspond to the issues most valued. Health topics and national origin are better perceived and valued, even when they are not the most prevalent themes in packages. Environmental signals are lower perceived and valued, even when a similar or higher prevalence in packages.

Corporate social responsibility and brand passion among consumers: Theory and evidence

AbstractAdopting a social identity theory perspective, this research aims to examine the impact of customers' perceptions associated with corporate social responsibility (CSR) on brand attachment and brand trust and, consequently, consumer brand passion. Additionally, it delves into the mediating roles of brand attachment and brand trust. To this end, a survey entailing a sample of N = 266 young consumers living in Pakistan was used, and exploratory factor analysis, confirmatory factor analysis, and mediation analysis techniques were employed as methods to assess the hypothesized relationships among variables using both AMOS 24.0 and SPSS 24.0. Our findings delineate that customers' perception of a firm's CSR activities significantly increases brand attachment and brand trust; brand attachment and brand trust, and consumer perception of CSR, affect consumer brand passion, and brand attachment and brand trust play a fully mediating role in these relationships. Theoretical and managerial implications are discussed.

Corporate social responsibility and consumer advocacy behaviors: The importance of emotions and moral virtues

Although previous studies revealed the positive perception effect of corporate social responsibility (CSR) on consumer behavior, the influence mechanism and the impact of individual characteristics on the effect have been underexplored. The purpose of this study is not only to examine the mediating role of the emotion of admiration in the relationship between consumer perception of CSR and advocacy behaviors but also to explore the moderating role of the consumer moral virtue of integrity in the relationship between CSR perception and feelings of admiration. Data was collected from customers of a food company located in Spain, and the results show that the company's CSR practices positively influence consumer advocacy behaviors both directly and indirectly through consumer admiration for the company. Consumer integrity moderates the relationship between consumer perception of CSR and admiration. Specifically, CSR practices have a stronger admiration effect on consumers who are high in integrity. The overall importance of consumer perceptions of CSR suggest that, in the food industry, the perception of appropriate CSR practices has a positive impact on consumer attitudes and behaviors, which are also conditioned by individuals' moral virtues.

Consumer perceptions and corporate social responsibility: what we know so far

The paper aims to give an overview of research on consumer perceptions of corporate social responsibility (CSR) for the period between 2004 and 2017. Based on a systematic review of 111 articles and 2 conference proceedings, the study makes clear that consumer perceptions of CSR have emerged as a legitimate area of study of interest to a diverse range of disciplines. Surprisingly, only four articles were published in marketing-based journals. The most highly cited articles did not appear in what might normally be considered to be the top marketing journals according to the Academic Journal Guide 2015. The journals contributing the highest number of citations were Journal of Business Ethics, followed by Journal of Business Research, and California Management Review. The authors of the top 23 highly cited articles featured in this study are primarily affiliated with European universities. The study raises a concern over the impact of the published study. Specifically, 57 articles from 25 journals represent only 14% citations. The study also identifies a need for academic–practitioner collaboration in carrying out research. A future research agenda and implications are also offered.

Corporate Social Responsibility perception versus human values: a structural equation modeling approach

ABSTRACTIn the business world, increasing importance is being given to Corporate Social Responsibility (CSR). Consumer perception of CSR is determinant on the success of CSR practices and this perception is directly influenced by individual value structures. Despite research efforts and the continued preoccupation of CSR role in business and Society, few studies to date have analyzed jointly CSR perception and the value structure. As a result, the paper brings new knowledge of the relationship between basic human values and CSR's perception under a particular social initiative carried out by a company. To reach our purpose a Hierarchical Component Model which includes the variable gender to control for heterogeneity is adopted. The model focuses on not only by analyzing the effects of human values on CSR but also analyzes the influence of values by gender on CSR perception. This approach to study the relationship of CSR versus values considering the Schwartz's higher-order values and the moderating role of gender constitutes a new perspective. The main results of this study reveal the influence of values on CSR, the strength of those relationships and the importance of analyzing the moderator effect to control for heterogeneity.

Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation

The aim of this research is to investigate the relationship between consumer perception of Corporate Social Responsibility (CSR), corporate brand trust, corporate hypocrisy, and corporate reputation. Based on the one-to-one interview method using a structured questionnaire of 560 consumers in South Korea, the proposed model was estimated by structural equation modeling analysis. The model suggests that consumer perception of CSR influences consumer attitudes toward a corporation (i.e., perceived corporate hypocrisy and corporate reputation) by developing corporate brand trust. This in turn further enhances corporate reputation while decreasing corporate hypocrisy. The findings of our study demonstrate that consumer perception of CSR is an antecedent to corporate brand trust, which fully mediates the relationship between consumer perception of CSR and corporate reputation. In addition, corporate brand trust has the role of partial mediator in the relationship between consumer perception of CSR and corporate hypocrisy. These results imply that to better understand the relationship between consumer perception of CSR and consumer attitudes toward a corporation, it is necessary to consider corporate brand trust as an important mediating variable. The theoretical and practical implications of this study are discussed, together with its limitations and potential for future research.

Consumer perceptions of CSR: (how) is China different?

Purpose – Most studies on consumers and corporate social responsibility (CSR) have focused on Western contexts. Consequently, good insight is lacking into non-Western markets where consumers may respond differently. China is a case in point, despite the popularity of the CSR concept and high societal expectations of firms. The purpose of this paper is to examine how Chinese consumers perceive the underlying components of CSR found in Western countries; whether their CSR expectations differ for local Chinese compared to foreign firms; and whether results differ across regions within China. Design/methodology/approach – A country-wide study was done using a questionnaire to collect data in seven distinctive regional markets across China. Findings – Findings show that the originally Western CSR construct seems generalizable to China, but consumers across all regions perceive two rather than four components: one combining economic and legal responsibilities (labelled “required CSR”) and another combining ethi...

Corporate Sponsorships of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand?

We examined the benefits to a corporate sponsor of two types of philanthropic activities — cause promotions and advocacy advertising. Results from 4 laboratory studies indicate that perceptions of corporate social responsibility (CSR) are affected by consumers’ elaboration levels. Consumer perceptions of CSR are more favorable for cause promotions, which do not receive much elaboration, than they are for advocacy advertising, which prompts more elaboration. In addition, perceived congruence between the sponsor and the social issue is shown to moderate these effects: Higher congruence between the sponsor and social issue increases favorable ratings of CSR for cause promotions but only if elaboration on the sponsorship activity is facilitated. On the other hand, lower congruence increases favorable ratings of CSR for advocacy advertising as long as elaboration on the sponsorship is not constrained. We also found that higher congruence enhances CSR ratings if participants are primed to focus their attention on the sponsor brand, whereas lower congruence enhances CSR if participants are primed to focus their attention on the social issue.