Corporate Social Responsibility Fit Research Articles

Unraveling the Antecedents of CSR Authenticity in Pakistan's Textile Sector, with a Focus on the Moderating Effects of CSR Commitment

The Authenticity of Corporate Social Responsibility (CSR) has become a major concern of organization and particularly the textile sector of Pakistan. This study aimed to develop a conceptual framework that shows the influential factors affecting CSR Authenticity. The theoretical foundation of this framework stems out of Triple Bottom Line Theory and Stakeholder Theory. The reliable databases and repositories of research articles were searched to find the literature for this framework that included JSOTR, SAGE, Science Direct, Emerald, Wiley and Taylor & Francis. The search of literature has furnished a conceptual framework that suggests CSR FIT, CSR Impact and CSR Competencies as CSR Attributes are predictors of CSR Authenticity. Additionally, CSR Dimensions namely Environmental CSR, Economic CSR and Social CSR also predict CSR Authenticity. Moreover, it has been identified by literature that these all predictors cast their influence by the moderating effect of CSR Commitments. Finally, the study concludes by describing limitations and significance of study with directions to academicians and policy makers.

Impact of different types of corporate social responsibility on fit, attitude and behavior

Purpose Despite the fact that fit positively influences customers’ attitudes toward companies, previous research reveals differing roles of fit in the domain of corporate social responsibility (CSR) based on criteria and degree. Because the impact of fit between customers and service companies in the domain of CSR remains unclear in the hospitality context, this study aims to examine the effects of different CSR types on customer–CSR fit, attitude and behavioral intentions in hospitality settings. Design/methodology/approach A total of 219 usable hotel customer responses were collected and analyzed using SmartPLS software. Findings Results show that companies’ demonstration of CSR toward social/nonsocial stakeholders is most effective for increasing perceived fit by customers, followed by CSR toward employees and toward customers. Also, this study identifies perceived fit as an indicator of customers’ positive attitudes and revisit intentions. This study enhances our understanding of relationships among three dimensions of CSR activities and customers’ responses. Originality/value This study provides guidelines with which hospitality companies can create sustainable growth by engaging the welfare of communities, employees and customers.

The Dual Effect of Participation Level on Consumer Participation in Participatory CSR: The Role of CSR Fit and Social Support

Corporate social responsibility (CSR) provides companies with two benefits: creating social value and strengthening consumer relationships. Companies implement various types of CSR to maximize the positive effects of CSR, participatory CSR being one of these types. However, although the number of companies using participatory CSR in practice is increasing, academic interest in the effectiveness of participatory CSR has been insufficient. In particular, prior studies on the consumer perception of the participation level presented in participatory CSR do not show clear results. This study examines the influence of the participation level based on CSR fit and social support. The results of this study indicate that when there is a high CSR fit, consumers perceive the participation level as a benefit. However, when the CSR fit is low, consumers perceive the participation level as a cost. Additionally, the results show that the interactive effect of the participation level and CSR fit occurs only when there is less social support. When there is strong social support, consumers perceive the participation level as a benefit regardless of the CSR fit. Finally, the academic and practical implications of the results of this study are presented.

Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness

PurposeThis paper aims to explore whether brand corporate social responsibility (CSR) initiatives increase consumers’ happiness via a mediating mechanism of emotional brand attachment and to examine how brand CSR’s effect may be moderated by CSR fit (e.g. CSR-brand fit vs misfit) and sense of relatedness (e.g. low vs high).Design/methodology/approachA series of six studies (including the one that is available online), combining field and experimental data, were conducted to test the hypothesized relationships.FindingsResults support the hypothesis that brand CSR initiatives make consumers happy by increasing their attachment to the brand (Studies 1 and 2). This effect is strengthened both directly and indirectly through emotional attachment when brands engage in CSR fit activities (Study 3), but it is weakened when brands engage in CSR misfit activities (Study 4). Furthermore, the effect is more pronounced when brands choose CSR activities that have a high sense of relatedness, and it is eliminated when brands use CSR activities with a low sense of relatedness (Study 5). Finally, the results indicate that when brand CSR programs make consumers happy, they become more likely to purchase, spread positive word of mouth and pay a premium (Study 6).Originality/valueThis research has several major implications for business-to-consumer companies that are unsure about the value of brand CSR initiatives, want to make consumers happy but are unsure which CSR strategies to focus on and/or have decided to launch CSR initiatives but lack guidance on the specific strategies relevant to their desired performance outcomes.

The effects of consideration of future consequences and CSR fit in stigmatized industries: Perceived CSR motives as mediators

This study explored the effects of fit between corporations and their corporate social responsibility (CSR) initiatives in stigmatized industries. Specifically, it examined how these effects vary depending on stakeholders’ consideration of future consequences (CFC) in influencing individuals’ attitudes toward CSR and corporations and purchase intentions; further, it explored whether such interaction effects are mediated by three underlying perceived motives. The study involved a between-subjects experiment with 144 college students. The results showed that high-CFC individuals perceived corporations with strong fit to their CSR initiatives as more stakeholder- and self-serving. The interaction effect also was mediated by stakeholder-serving motives in influencing purchase intentions and by self-serving motives in influencing CSR and corporation-related attitudes.

CSR attributions and the moderating effect of perceived CSR fit on consumer trust, identification, and loyalty

Although many companies have engaged in corporate social responsibility (CSR) actions to elicit positive customer responses, the motivation behind CSR actions plays an important role in how effective they are, often leading to unexpected outcomes. While previous literature has placed a strong emphasis on value- and strategy-driven CSR actions, the changing consumer perceptions of and responses to these CSR actions remain less understood. Therefore, the current study investigates 1) how a company's CSR attribution affects consumer trust, identification, and loyalty and 2) how the perceived CSR fit moderates these relationships. The results indicate that value-driven, strategic, and stakeholder-driven attributions have positive effects on consumer trust, influencing consumer-company identification and loyalty positively. Further, we find that perceived CSR fit significantly moderates the relationship between strategic attribution and trust and between trust and loyalty. This study provides meaningful implications for both academia and industry, as it illustrates the changes in consumer views following the global pandemic relative to consumer views revealed in earlier studies.

The Value of Core and Noncore Activity Fit for Corporate Social Responsibility: An Expectation-Based Study of Nonprofit Hospitals

Corporate social responsibility (CSR) fit is the congruence between an organization's CSR and core activities. Previously, researchers have typically studied CSR fit as a single dimension, often finding that high-fit CSR is more effective than low-fit CSR for for-profit firms. The current research distinguishes between two dimensions of CSR fit—CSR that fits with core or noncore organizational activities—to uncover how the magnitude of investment in each type of CSR affects customer satisfaction. The authors examine the valuable and understudied context of nonprofit organizations, specifically hospitals. Results of a six-year study of over 1,500 nonprofit hospitals suggest that noncore activity CSR positively predicts customer satisfaction, but core activity CSR does not. These findings are best explained using expectation-based theories (expectancy violation and disconfirmation): customers likely expect core activity CSR from hospitals (e.g., charity care for uninsured patients) but are delighted by noncore activity CSR (e.g., green-space renovations). In addition, noncore activity CSR becomes even more important for customer satisfaction for more affluent hospitals, whereas core activity CSR becomes increasingly important for hospitals when the community socioeconomic status is low. These nuanced results provide guidance for hospitals regarding specific CSR investment strategies that ultimately impact downstream financial reimbursements.

기업의 사회적 책임(CSR)으로 인한 가격 인상이 소비자 인식에 미치는 영향 -자기조절초점과 CSR 적합성에 따른 지각된 혜택과 비용을 중심으로-

기업의 사회적 책임 활동(CSR)은 제품의 가격 인상을 야기하기도 한다. 하지만 이에 대한 선행연구들의 관심은 매우 부족한 실정이다. 이에 본 연구는 CSR에 의해 인상된 가격이 소비자들에게 혜택과 비용이라는 상반된 개념으로 인식될 수 있음을 제안하고, 이러한 소비자 인식이 소비자들의 자기조절초점과 CSR 적합성에 의해 달라지는지 살펴보았다. 실험 결과, CSR 적합성이 높을 경우 자기조절초점과 관계없이 소비자들은 CSR에 의해 인상된 가격의 수준이 높을수록 비용이 아닌 혜택을 더 높게 지각하는 것으로 나타났다. CSR 적합성이 소비자들의 인식을 혜택으로 전환시킨 것이다. 그 결과 소비자들의 구매의도 역시 긍정적이었다. 반면에, CSR 적합성이 낮은 경우 촉진초점의 소비자들은 CSR에 의해 인상된 가격 수준이 높을수록 혜택을 더 높게 지각하여 긍정적인 구매의도를 보였지만, 방어초점의 소비자들은 비용을 더 높게 지각하여 부정적인 구매의도를 보이는 것으로 나타났다. 이와 같은 실험 결과를 바탕으로 본 연구가 가지고 있는 학문적 측면과 실무적 측면의 시사점을 제시하고, 향후 연구를 위한 방안을 제안하였다.

Understanding how corporate social responsibility partnership factors influence nonprofit supportive intentions

Public relations literature on corporate social responsibility (CSR) has long detailed the impact of CSR outcomes for corporations. This study seeks to understand how CSR influences the nonprofit partners involved in these initiatives and what types of CSR partnerships lead to nonprofit supportive intentions. This study merges perspectives on organization-public relationships (OPR) with nonprofit management literature. An online 2 (NPO reputation: low vs high) x 2 (partnership duration: short vs. long) x 2 (CSR fit: low vs. high) experiment was conducted. A few key factors emerged in the analysis: Positive nonprofit reputation strongly predicted all OPR outcomes and mission accomplishment. Unexpectedly, the short-duration condition led to more positive outcomes and intentions. Fit did not seem to have a direct effect on outcomes, but the high-fit, short-duration partnership led to increased levels of all outcomes. For mediation, satisfaction and commitment had the strongest indirect effects on nonprofit supportive intentions (donation, volunteer, and word-of-mouth). This study expands the understanding of CSR effects on nonprofit partners, specifically by showing how different CSR partnership types play a role in the relationship-building efforts of nonprofits. Additionally, demonstrating how mission accomplishment can strengthen these relationships helps to disentangle the unique position of nonprofits in CSR, whose reputation and mission are at stake.

The Effect of CSR Attributes on Purchase Intention in Both Korea and China

Purpose - In this study, we explore the impact of corporate social responsibility (CSR) attributes on consumers’ brand attitudes and purchase intention in the electronic industry. We particularly drew implications by comparing Korea and China.
 Design/Methodology/Approach - The research model was established based on extant research. A survey was conducted that focused on consumers in the electronics industry. 212 questionnaires from Korea and 208 questionnaires from China were used for analysis. Multiple regression was utilized for analyses.
 Findings - Results confirm the results of previous studies. Furthermore, we found that CSR attributes (i.e., CSR fit, CSR sustainability, CSR impact) are important variables influencing brand attributes and the purchase intention of consumers. Namely, consumers perceived brand attitude positively according to the level of CSR attributes they associated with brands. Brand attitude also had a positive effect on purchase intention. In addition, brand attitude showed positive mediating effects between CSR attributes and purchase intention. Companies’ CSR activities are perceived as more genuine when they consistently perform these activities, have a great effect on social problem solving, and match with the corporate image.
 Research Implications - Based on these analyses, we have presented strategies and implications for CSR activities. Theoretically, this study contributes to the CSR theory by providing evidence that consumers’ detailed CSR attributes affect purchase intention through brand attitude. This study also provides strategic implications for business managers and policymakers by suggesting guidelines and strategies for CSR activities.

Socially stigmatized company’s CSR efforts during the COVID-19 pandemic: The effects of CSR fit and perceived motives

Acknowledging the unique challenges of the socially stigmatized industry and the substantial but varying impact of COVID-19 on business, this study examined how corporate social responsibility (CSR) fit influences public attitudinal and behavioral responses. This study found that low (high) CSR fit generated a higher level of public-serving motive (firm-serving motive) than high (low) fit CSR. The fit effect on public-serving motives was changed by the valence of the COVID-19 impact (negative vs. positive) on the financial performance. This study also found that the fit affects attitudinal and behavioral intentions (word of mouth) mediated via public-serving motives, moderated by the valence of the pandemic impact. The findings hold implications for the stigmatized industry companies’ CSR initiatives in the context of the unexpected crisis, like the pandemic.

Effects of corporate social responsibility (CSR) fit and restaurant size: the mediating role of perceived effort

ABSTRACT Despite extensive research on the effects of corporate social responsibility (CSR) fit, little attention has been paid to this matter from a social – cognitive perspective of consumers’ moral judgments. This study focused on the perceived effort of a restaurant’s CSR to explain the role of consumers’ moral judgments. The objectives of this study were to enrich the CSR literature by examining if perceived effort mediates the relationship between CSR fit and loyalty intention and if such mediating path is dependent on – restaurant size. This study conducted a scenario-based experiment with a 2 (CSR fit: high vs. low) x 2 (restaurant size: small vs. large) between-subjects design and analyzed data with the PROCESS macro in SPSS for bias-corrected bootstrapping to test hypotheses. Findings suggested that, compared to low-fit CSRs, high-fit CSRs enhance perceived effort toward the restaurant, which in turn increases loyalty intention. The role of the restaurant size as a moderator received an insignificant but directional support that the CSR fit – perceived effort – loyalty intention pattern becomes more apparent with small restaurants than large restaurants. Restaurants might consider more investment in business core-related CSR initiatives to drive more favorable consumer responses, and small sized restaurants are encouraged to make CSR actions intently.

The Effect of CSR Attributes on CSR Authenticity: Focusing on Mediating Effects of Digital Transformation

What corporate social responsibility (CSR) attributes determine the CSR authenticity of a company? In the face of the Fourth Industrial Revolution, what direction should the CSR strategy pursue? In the electronics industries in Korea and China, are there any differences in CSR attributes? In this study, we start with some of these basic questions. Considering the promotional and actual costs incurred from CSR activities, CSR strategy are not an issue that can be easily determined from the corporate perspective. However, now it is essential for companies to carry out CSR and sustainable development goals (SDGs) activities, and businesses cannot overlook social issues either. Companies cannot pursue only growth through corporate interests without social value. In this study, we derive three attributes of CSR fit, CSR sustainability, and CSR impact to verify the authenticity of CSR activities. Moreover, we demonstrated the impact of these three attributes on CSR authenticity for the electronics industries in Korea and China. As a result of empirical testing, most of three attributes above mentioned (i.e., CSR fit, CSR sustainability, and CSR impact) produce meaningful results for CSR authenticity. However, CSR sustainability was rejected for the Korea sample, and CSR fit was rejected for the Chinese sample, showing some differences between the two countries. Meanwhile, the digital transformation of the Fourth Industrial Revolution had strong partial mediating effects between CSR attributes and CSR authenticity. This means that digital transformation can be an important pathway to achieve CSR authenticity and suggests that important mediating effects can eventually lead to a firm’s competitiveness.

CSR fit and organizational attractiveness for job applicants

PurposeThe purpose of this paper is to explore a conceptual model on the influence of corporate social responsibility (CSR) “fit” on organizational attractiveness among job applicants under the boundary conditions of chief executive officer (CEO) activism and CSR credibility.Design/methodology/approachThe study is based on archival research, largely reviewing extant in CSR and drawing propositions based on existing theory.FindingsPaper draws propositions based on CSR fit, credibility and CEO activism. The paper asserts the influence of CSR fit on organizational attractiveness among job applicants. It further explains moderated mediating mechanism through which CSR fit influences organizational attractiveness among job applicants.Originality/valueRecruitment has primarily explored the role of CSR in attracting potential job candidates. This paper presents the role of CSR “fit,” an aspect not explored before in recruitment. This paper also introduces the role of CEO activism in recruitment.

The Impact of Corporate Social Responsibility on Behavioral Intention: Customers’ Responses to Two Types of Fit

ABSTRACT Although interest is increasing in understanding customers’ corporate social responsibility (CSR) behavior, empirical research examining potential mediators between CSR activities and customers’ patronized behavior remains lacking. Thus, based on congruence theory, this article explores the role of CSR fit in behavioral outcomes. This study further developed and introduced dual types of fits, including customer–CSR fit and company–CSR fit in the hotel context. The two fits are tested as the consequence of CSR perception and antecedent of revisit intention. By using SmartPLS, results show that customers tend to exhibit revisit intention when they perceived the similarity between hotel and CSR activities than personal value relevance. The findings suggest that hotel companies need to design their CSR strategies to enhance congruence through effective communication.

Impact of cause-affinity and CSR fit on consumer purchase intention

PurposeThis paper aims to ascertain Indian consumers’ corporate social responsibility (CSR) perceptions; an affinity for stipulated causes and perceived fit between cause and industry in the current mandatory CSR era in India.Design/methodology/approachPrimary data was collected through an online survey from 1,251 consumers via quota sampling and snowballing, across 36 Indian cities.FindingsThe findings indicate no skepticism, positive CSR support and company evaluation. Indian consumers have the greatest affinity for environmental protection. Segments of socially, environmentally and culturally conscious consumers were found. Under quasi-experimental conditions of CSR fit and cause-affinity, positive purchase intention is exhibited across fast-moving-consumer-goods sectors; in which case CSR perceptions cease to have a significant impact on purchase intention.Research limitations/implicationsThis result contributes to understanding Indian consumers’ perspective in the mandatory CSR era and adds to the literature on strategic CSR and communication by segmenting consumers by cause affinity.Practical implicationsCSR practitioners could align with consumer-relevant causes that fit with their company’s core business, as controllable initiatives, instead of depending on positive, but less controllable, CSR perceptions of consumers. Implications of the findings on CSR policymaking by the government are also discussed.Social implicationsThe mandatory CSR law has been viewed as a burden by corporate India. This research implies that it may be possible to look at it as an opportunity for strategic CSR, to create a win-win situation for both business and society.Originality/valueOne of the first studies on cause-affinity and CSR fit among Indian consumers using the government stipulated list of causes.

Corporate social responsibility fit helps to earn the social license to operate in the mining industry

There are many studies about CSR fit on stakeholders and its impacts. However, it is still not clear how CSR fit helps companies earn social license to operate (SLO). This research has two objectives: first, to explore the congruence between mining companies and their CSR activities in order to describe a typology of CSR fit and second, how CSR fit helps to earn SLO through pragmatic legitimacy and moral legitimacy. This qualitative analysis has been complemented by additional key informants’ insights and by the emerging literature on CSR fit, SLO, and legitimacy. The results indicate three levels of fit: the value chain, the social dimensions of competitive context, and generic social issues. Moreover, six different types of fit in the mining industry were found, focusing on the following: (1) natural resources, (2) production processes, (3) social infrastructure, (4) improve use of water, (5) social projects, and (6) social projects beyond their immediate surroundings. Additionally, CSR fits, such as value chain and the social dimensions of competitive context, help to earn SLO through pragmatic legitimacy, and CSR fits, such as generic social issues, improve use of water, social projects and social projects beyond their immediate surroundings, help to earn SLO through moral legitimacy.

Doing Well by Doing Good: A Study of Corporate Social Responsibility Among Nonprofit Hospitals

Research on corporate social responsibility (CSR) offers mixed findings about the impact of CSR on organizational outcomes and the value of CSR fit with the organization’s core mission. As such, the CSR of nonprofit hospitals offers a valuable opportunity to study CSR fit as these organizations combine a social mission with business- related strategic objectives. The current research presents a theory- driven model of how customer expectations-based dimensions of CSR affect satisfaction. Our demand-based approach (e.g., customer expectations for CSR) advances prior work that has typically focused on supply-side dimensions of CSR (e.g., philanthropic vs. strategic). We address gaps in the CSR literature by: (i) studying CSR within a nonprofit context (over 1,500 nonprofit hospitals in the US) rather than for-profit context, (ii) using actual organizational spending on CSR dimensions rather than self-reported perceptions of CSR, and (iii) utilizing longitudinal data (2009 – 2014) rather than cross- sectional data. Results find that CSR fit alone does not explain organizational outcomes, but rather does so only when CSR goes above and beyond customer expectations. The study also raises an important consideration that how patients rate the quality of their hospital care is influenced by their pre-experience attitudes toward the hospital.

Corporate Social Responsibility and Employees’ Affective Commitment: A Moderated Mediation Study

Corporate Social Responsibility (CSR) has mainly been studied at a macro level through its impact on the financial performance of the company. However, individuals’ perceptions of CSR influence various attitudes and behaviors at work, including employees’ affective commitment. Whereas the relationship between perceptions of CSR and employees’ affective commitment has already been shown in the literature, less is known about its underlying mechanisms. This research seeks to specifically explain this relationship in order to understand how perceptions of CSR influence individuals’ affective commitment at work. We present two studies (Study 1, N = 181; Study 2, N = 145) to test a theoretical model that introduces person-organization fit (PO fit) as a mediator of this relationship and the need to belong as a moderator of the relationship between CSR and PO fit. The results of the moderated mediation model (using PLS-SEM) are developed and a discussion is provided.

Stories or Expositive Messages? Comparing Their Effectiveness in Corporate Social Responsibility Communication

In the context of corporate social responsibility (CSR) communication, we explore whether consumer perceptions and responses differ when the message content is based on storytelling or exposition. The conceptual model that we propose in the article includes five attributes of CSR message content (i.e., issue importance, CSR impact, CSR motives, CSR fit, and CSR commitment) and their relationships to two types of consumer responses (i.e., purchase and advocacy). We collected data from 444 participants who evaluated the website of a fictitious restaurant chain that included information about its CSR activities using (a) storytelling or (b) expositive CSR messages. The findings suggest that the use of storytelling notably improves perceptions of issue importance, CSR impact, CSR fit, and CSR commitment. On the contrary, the type of CSR message does not differentiate consumer perceptions of corporate CSR motives. The use of storytelling or an expositive CSR message also has a significant impact on the conceptual model, with consumers responding more or less intensively to each attribute of the CSR message content depending on the type of message they are exposed to.