Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity

Pilar Fernández‐Ferrín, Sandra Castro‐González and Belén Bande

Corporate Social Responsibility and Environmental Management, 2021, vol. 28, issue 2, 648-666

Abstract: Corporate social responsibility (CSR) is presently one of the most interesting topics in the field of consumer behavior. However, not enough is known about the underlying mechanisms that explain how and when consumer CSR perceptions shape consumer behaviors such as loyalty. The present study proposes and demonstrates that CSR positively influences consumer loyalty through two mediators (how), which are gratitude ‐an emotion‐ and commitment ‐an attitude‐; regional identity is also introduced for the first time as a moderator on those relationships (when). Two studies, based on two different consumer samples with reference to two different food retailers, are conducted to test these hypotheses. The results support the hypotheses and prove the mediation effects. Furthermore, they provide evidence of how consumers' regional identity moderates the model's indirect effects and they also reveal the conditional nature of these effects. This study's outcomes have theoretical contributions and implications for marketers.

Date: 2021
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https://doi.org/10.1002/csr.2077

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Persistent link: https://EconPapers.repec.org/RePEc:wly:corsem:v:28:y:2021:i:2:p:648-666

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