Corporate Social Responsibility Beliefs Research Articles

To thine own self be true: a moderated moderated mediation of corporation social responsibility model

ABSTRACT This research examines what roles authenticity plays in consumers’ perception of a firm’s Corporate Social Responsibility (CSR). We expect that consumers have high expectations when perceiving the genuine intent of CSR – their perceptions are formed by what the firm signals it will do through certain types of CSR activities and how much it will benefit from them. When these genuine intentions are found to be false, or disconfirmed, firms will be worse off than if they had not signalled ‘genuine’ intent to begin with. Our results suggest that the expected CSR payoffs moderate the moderation of the indirect effect of CSR fraud perceptions on the purchase intention through ethical CSR beliefs by the CSR activity types, especially when the CSR actions are dominated by social activities with low expected firm benefits.

Do climate risk beliefs shape corporate social responsibility?

Global climate change is one of the most pressing issues of our time, potentially affecting everyone, both individuals and businesses. This paper examines whether differences in beliefs about climate change affect firms' decision-making in Corporate Social Responsibility (CSR) commitment. Using county-level climate change beliefs data from Yale Climate Opinion Maps, we find that firms' Environmental, Social, and Governance (ESG) scores are higher if they are located in counties where more people believe in global climate change. We then use natural disasters as exogenous shocks to the beliefs about climate risk and continue to find a positive association between CSR and perceptions of climate risks. Furthermore, we discover a stronger correlation between CSR and climate risk beliefs when firms have more local investors.

A moderated mediation study of consumer extrinsic motivation and CSR beliefs towards organic drinking products in an emerging economy

PurposePrevious research has yielded mixed results on the relationship between consumer perception and purchase intention towards organic food products. Although the prior literature has widely applied planned behaviour theory, using a single theoretical approach often provides limited understanding of organic food consumption. This study builds upon consumer perception and social cognitive theories to examine the effects of perceived food healthiness and environmental consciousness on the purchase intention of organic drinking products. The current research also assesses the mediating role of consumer extrinsic motivation and moderating role of corporate social responsibility (CSR) beliefs in these effects.Design/methodology/approachA survey method was applied to collect data from 606 consumers from different food retailers in Vietnam. Data were analysed using multivariate analysis techniques, such as structural equation modelling and bootstrap analysis.FindingsResults of hypothesis testing support the predictive ability of perception and social cognitive theories in explaining consumers' perceptions, motivation and behavioural intention towards organic drinking products. Furthermore, results provide evidence for the moderating effect of CSR beliefs on the relationship between consumer extrinsic motivation and purchase intention.Originality/valueThis study may be amongst the first that explains consumption of organic drinking products from the perspectives of consumer perception and social cognitive theories. It provides a unique research model that explains the influence of perceived food healthiness and environmental consciousness on purchase intention of organic drinking products with the mediating role of consumer extrinsic motivation and moderating role of CSR beliefs. The current research provides fresh insights into the consumption of organic drinking products in an emerging market based on a mediated moderation mechanism, which has been limited in the prior literature.

CSR: a roadmap towards customer loyalty

The customer related corporate social responsibility (CSR) literature is enriched with studies confirming its influence on customer loyalty. Nevertheless, there are sparse studies confirming the mechanism through which CSR beliefs may influence customer loyalty towards retail banking services within the context of emerging markets like Nigeria where concerns about trust and bank reputation remain persistent. Accordingly, we proposed a research model by employing attribution theory and therefore collected data from 435 retail bank customers in the country to test the proposed model that CSR beliefs have an indirect influence on bank loyalty via brand trust and reputation. Evidence emerging from our statistical analysis validates the research model in addition our supplementary analysis provides evidence on the sequential mediation of reputation and trust with regard to the relationship between CSR beliefs and customer loyalty towards the bank. Overall, this study facilitates a deeper discussion of the relationship between perceived CSR and customer loyalty by identifying brand trust and bank reputation as meaningful mediators. Implications of the study are found in the discussion and concluding sections of the article.

An investigation of shippers’ satisfaction and behaviour towards corporate social responsibility in maritime transport

Anchoring on the theory of planned behaviour (TPB), the current paper investigates the moderating influences of shippers’ corporate social responsibility (CSR) beliefs on their satisfaction and behaviour towards shipping firms’ involvement in CSR. It also analyses organisational and environmental factors that shape shippers’ CSR beliefs. Survey data were obtained from 276 shippers with business offices located in Singapore, and analysed using multi-sampling approach and linear regression modelling. The results show that shippers with strong CSR beliefs derive greater satisfaction, and exhibit stronger behavioural intentions towards shipping firms’ involvement in CSR. In addition, shippers’ CSR beliefs are influenced by shippers’ organisational characteristics such as (1) firm’s age, (2) firm’s size, (3) degree of internationalisation, (4) types of products shipped, and environmental factors such as (5) perceived environmental and social threats, (6) perceived level of competition, and (7) level of CSR practices in headquarters. The results contribute to TPB research application in both B2C and B2B contexts, and motivate changes to the current marketing and communication practices of shipping firms.

Are customers willing to pay for corporate social responsibility? A study of individual-specific mediators

The objective of this study is to identify, specify, and examine variables that mediate the link between customers’ perceived level of corporate social responsibility (CSR) and their willingness to pay (WTP) premiums for CSR. Drawing on several consumer behaviour theories including perceived value theory, corporate identity theory, and theory of planned behaviour, theoretical and alternative models were proposed. Subsequently, a survey was administered to 212 users of shipping services in Singapore. Thereafter, the proposed models were analysed and compared using structural equation modelling. The link between CSR and WTP for CSR was found to be indirect and mediated by personal factors including customer satisfaction, customer loyalty, and CSR beliefs. Practising CSR in conjunction with service quality results in greater customer satisfaction. However, customer satisfaction is a necessary but insufficient condition for WTP for CSR. Instead, the effect of customer satisfaction on WTP for CSR is channelled via customers’ CSR beliefs and loyalty. This study contributes to consumer behaviour theories by providing a better understanding of the lagging and immediate predictors of WTP for CSR. The results also draw important implications for the management of CSR activities and pricing of services.

Consumers ' beliefs about firm’s CSR initiatives and their purchase behaviour

Purpose – The purpose of this paper is to investigate the relationships among corporate social responsibility (CSR) beliefs, support intentions and purchase behaviour of consumers. Although there is a rich stream of research reporting the relationship between CSR beliefs and support intentions, there is scant reporting on the mediating role of support intentions between CSR beliefs and purchase behaviour of consumers, hence presenting an opportunity to contribute to the marketing knowledge-base. Design/methodology/approach – This study employs a quantitative research design to test the relationships among CSR beliefs, support intentions and purchase behaviour. The associations among these three constructs are tested using Hayes Process tool which is a versatile computational tool for observed variable – mediation, moderation and conditional process modelling. Findings – The results provide support for the relationships among CSR beliefs, consumer support intentions and purchase behaviour. Of the four measured CSR beliefs, philanthropic ethical and legal aspects of CSR beliefs demonstrated the association with support intentions. The results also showed that only ethical beliefs have direct relationship with purchase behaviour. Additionally, support intention provided full mediation for the relationship between philanthropic beliefs and purchase behaviour as well as for legal beliefs and purchase behaviour. Originality/value – This study is carried out in a unique context of New Zealand which is a melting pot of cultures from around the globe. This study presents empirical support to show that ethical, philanthropic and legal beliefs influence support intention and purchase behaviour for the sample of consumers in the context of New Zealand. Hence, communicating ethical, philanthropic and legal-related CSR beliefs provides the means to create consumer perceptions of competitive advantage when adopting a CSR activities for marketing product and service offerings.

Embracing CSR in pro-social relationship marketing program: understanding driving forces of positive consumer responses

Purpose – This purpose of this article is to identify important factors that influence consumers’ responses to pro-social loyalty programs (pro-social LPs). These positive marketing programs reflect represent an emerging phenomenon in relationship marketing associated with companies’ corporate social responsibility (CSR). Design/methodology/approach – The test of the proposed model relied on data from 350 US consumers, obtained through web-based experiments. Data analysis was performed using structural equation modeling. Findings – The results showed that consumers’ CSR-driven cognition (CSR beliefs) and reciprocal emotion (feeling of gratitude) enhance their attitudes toward pro-social LPs and increased participation intentions. The perceived value of pro-social LPs also improved consumer attitudes and participation intentions. Practical implications – Pro-social LPs offer a noteworthy approach to relationship marketing that benefits both service providers that engage in CSR and society overall. Originality/value – This study contributes to the literature on LP and CSR by investigating the roles of CSR-driven cognition, reciprocal emotion and value perception in explaining consumers’ responses to an innovative approach of LPs and pro-social LPs.

Impact of organizational climate on ethical empowerment and engagement with Corporate Social Responsibility (CSR)

Few studies have focused explicitly on the management, involvement and engagement of employees in relation to Corporate Marketing and Corporate Social Responsibility (CSR). Focusing upon two case studies from the oil industry, we investigate the impact of three kinds of ethical climate on employee participation in ethical value setting within a Corporate Marketing and CSR context. We develop a conceptual framework that indicates connections between perceptions of ethical climate in the work place and levels of ethical empowerment on employee commitment, and its effects, in turn, on CSR beliefs and intentions. Managerial implications of our findings relating to CSR include: (i) need for a balance between differing types of internal ethical environments to best support socially responsible intentions; (ii) that there are potentially two differing types of commitment to ethical values within an organization with the greater need for affective commitment; (iii) requirement for an effective monitoring program to understand employee ethical and moral values aiding alignment between employee values and organizational values to ensure maximum strategic impact.

Don’t bank on it: Delineating the relationship between corporate social responsibility and retail banking affinity

This research examines the extent to which the moderating variable of awareness influences the relationship between Corporate Social Responsibility beliefs and consumers’ attitudes towards their banks, and whether this significantly affects their willingness to recommend the company. The research was limited to the four major South African retail banks. The study finds that consumers’ attitudes do not, in fact, mediate the relationship between CSR beliefs and willingness to recommend. However, a direct positive relationship appears to exist between attitude and willingness to recommend. The authors find that a superficial awareness of CSR initiatives has minimal impact on their behaviour. Whilst an increased intimate knowledge of their CSR activities may thus lead to business rewards, banks should focus on their core offerings as consumers see CSR as an added benefit.

Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions

Reports of firms' behaviors with regard to corporate social responsibility (CSR) are often contrary to their stated standards of social responsibility. This research examines the effects of communication strategies a firm can use to mitigate the impact of these inconsistencies on consumer perceptions of corporate hypocrisy and subsequent beliefs about the firm's social responsibility and attitudes toward the firm. Study 1 indicates that a proactive communication strategy (when the firm's CSR statements precede conflicting observed behavior) leads to higher levels of perceived hypocrisy than a reactive strategy (when the firm's CSR statements follow observed behavior). The inconsistent information in both scenarios increases perceptions of hypocrisy, such that CSR statements can actually be counterproductive. Study 1 also reveals how perceived hypocrisy damages consumers' attitudes toward firms by negatively affecting CSR beliefs and provides evidence for the mediating role of hypocrisy during information processing. Study 2 finds that varying CSR policy statement abstractness acts to reduce the hidden risk of proactive communication strategies and can improve the effectiveness of a reactive strategy. Study 3 reveals that an inoculation communication strategy reduces perceived hypocrisy and minimizes its negative consequences, regardless of whether the CSR strategy is proactive or reactive.

The Emergence of Corporate Social Responsibility in Chile: The Importance of Authenticity and Social Networks

Little is known about how and why corporate social responsibility (CSR) emerged in lesser developed countries. In order to address this knowledge gap, we used Chile as a test case and conducted a series of in-depth interviews with leaders of CSR initiatives. We also did an Internet and literature search to help provide support for the findings that emerged from our data. We discovered that while there are similarities in the drivers of CSR in developed countries, there are distinct differences as well. In particular, we found that different sectors drive CSR in Chile. In contrast to other geographies where consumer demand and government regulation provided the impetus for CSR efforts, multinational companies (MNCs) and non-governmental organizations (NGOs) are key actors in Chile. MNCs imported their CSR beliefs, skills, and processes into Chile. Their efforts resulted in a virtuous cycle. Once large domestic firms felt pressured by their MNC rivals, they too adopted CSR initiatives. The ability to manage relationships with multiple stakeholders and perceptions of authenticity were also critical to the success of CSR in Chile. Using network theory as a lens, we suggest that network density and centrality largely determine whether CSR efforts will be authentic. Based on these contentions, we suggest avenues for future research.

Cross Cultural Differences in Perceptions of Corporate Social Responsibility Beliefs aad Behaviors

Cross Cultural Differences in Perceptions of Corporate Social Responsibility Beliefs aad Behaviors