Social movement activism, institutional pressures, corporate social responsibility, and corporate hypocrisy: Mapping the direct and indirect effects

Claudel Mombeuil, Hemantha Premakumara Diunugala and William Saint Fleur
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William Saint Fleur: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Drawing up social movement and institutional theories, we posit that the levels of Social Movement Activism (SMA), Regulatory Pressures, and Normative Pressures are directly related to the levels of corporate social responsibility (CSR) and the levels of corporate hypocrisy. We also posit that the levels of SMA are indirectly related to the levels of CSR and the levels of corporate hypocrisy. Structural equation modeling analysis of a sample of 499 bank customers indicates that low levels of SMA are not directly related to low levels of CSR but are positively and significantly related to low levels of regulative pressures and normative pressures. Also, low levels of regulative pressures and normative pressures are significantly related to low levels of CSR. Furthermore, the results indicate that low levels of CSR are negatively and significantly related to high levels of corporate hypocrisy. Furthermore, the results show that low levels of social movements are indirectly related to a low CSR level through low levels of regulatory and normative pressures and also indirectly related to high levels of corporate hypocrisy through low levels of CSR.

Keywords: Social movement; regulatory pressure; normative pressure; corporate social responsibility; corporate hypocrisy (search for similar items in EconPapers)
Date: 2023-01-20
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Published in Journal of Marketing Communications, 2023, 30 (6), pp.681-701. ⟨10.1080/13527266.2023.2166567⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-05117530

DOI: 10.1080/13527266.2023.2166567

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