Much to tell to consumers about CSR, but who should talk or not talk about it?

Béatrice Parguel () and Florence Benoît-Moreau
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Béatrice Parguel: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Florence Benoît-Moreau: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or absence of information) and company communication (generic vs. CSR communication). Results show a systematic positive effect of CSR communication on corporate brand attitude, even when negative third-parties information is available. CSR communication appears as an efficient and un-risky strategy. Results are further developed and discussed.

Keywords: CSR communication; corporate brand attitude; greenwahsing; third-parties; experiment (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-bec and nep-mkt
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00636241v1
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Published in EMAC, 2011, Ljubljana, Slovenia

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00636241

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