Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values

Simona Romani (), Silvia Grappi () and Richard Bagozzi ()

Journal of Business Ethics, 2013, vol. 114, issue 2, 193-206

Abstract: Although a lot of research establishes consumer reactions to corporate social responsibility (CSR), little is known about the theoretical mechanisms for these reactions. We conduct a field experiment with adult consumers to test the hypothesis that the effects of perceived CSR on consumer reactions are mediated by felt gratitude and moderated by the magnitude of altruistic values held by consumers. Two classes of consumer reactions are considered: intentions to (1) say positive things about the company, and (2) participate in advocacy actions benefiting the company. Copyright Springer Science+Business Media B.V. 2013

Keywords: Corporate social responsibility; Gratitude; Altruistic values; Consumer behavior (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (75)

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DOI: 10.1007/s10551-012-1337-z

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