Corporate Social Responsibility Communication and Consumer Gender

Heribert Gierl () and Tanja Schneider ()
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Heribert Gierl: University of Augsburg
Tanja Schneider: University of Augsburg

A chapter in Handbook of Integrated CSR Communication, 2017, pp 433-448 from Springer

Abstract: Abstract We investigate the role of the consumer gender in CSR communication. Based on Gilligan’s work stating that female individuals are more care-oriented whereas male individuals are more justice-oriented we analyze whether female consumers respond more favorably to care-oriented and male consumers respond more favorably to justice-oriented CRS activities. Moreover, we posit that these gender-specific preferences for CSR activities spill over onto brand evaluations when communication formats are used that do not contain intense product-related information. In our study, we found that male consumers’ brand attitudes are positively affected by justice-related CSR activities if ads are used for communication that focus on CSR-related information. Moreover, we show that females’ brand attitudes are positively influenced by care-related CSR activities independently of the medium used for CSR communication.

Keywords: Moral orientation; Justice and care; Communication format; Gender (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-319-44700-1_24

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DOI: 10.1007/978-3-319-44700-1_24

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