The Importance of Philanthropic Corporate Social Responsibility and Its Impact on Attitude and Behavioral Intentions: The Moderating Role of the Barista Disability Status

Jinsoo Hwang, Jinkyung Jenny Kim and Seokhoon Lee
Additional contact information
Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143–747, Korea
Jinkyung Jenny Kim: School of Hotel and Tourism Management, Youngsan University, 142 Bansong Beltway, Busan 48015, Korea
Seokhoon Lee: The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143–747, Korea

Sustainability, 2020, vol. 12, issue 15, 1-17

Abstract: Despite the increased attention to corporate social responsibility and employment of disabled people worldwide, there is insufficient evidence about the effect of these interrelated initiatives on the formation of consumer behavior. To fill this gap, this study was designed to understand consumers’ responses with respect to such activities in the coffee industry. More specifically, this study proposed that philanthropic corporate social responsibility (PCSR) aids to enhance attitude which subsequently increases behavioral intentions. In addition, this study examined the moderating role of barista disability status in the relationship between PCSR and attitude. The quantitative approach was used to examine hypotheses, and data were collected from the following two types of Starbucks: (1) Starbucks where disabled baristas provide services and (2) Starbucks where non-disabled baristas provide services. The results of data analysis showed that PCSR positively affects attitude, which in turn has a positive influence on intentions to use, word-of-mouth intentions, and willingness to pay more. Lastly, the moderating role of barista disability status was identified. Based on the findings, discussions involved theoretical and managerial implications of this study that include the encouragement of hiring people with disabilities in the coffee shops.

Keywords: philanthropic corporate social responsibility; attitude toward using a brand; intentions to use; word-of-mouth intentions; willingness to pay more; barista disability status (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/15/6235/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/15/6235/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:15:p:6235-:d:393729

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().