Consumer reactions to corporate social responsibility: The role of CSR domains

Sara Baskentli, Sankar Sen, Shuili Du and C.B. Bhattacharya

Journal of Business Research, 2019, vol. 95, issue C, 502-513

Abstract: Based on the central premise that corporate social responsibility (CSR) actions are inherently moral acts, we draw upon moral foundations theory to investigate the extent to which consumers' moral foundations affect their pro-company behaviors based on CSR domains. In two studies, our results reveal that when consumers' moral foundations are congruent with CSR domains, positive pro-company behaviors increase. Moreover, this congruency effect is observed only in positive CSR actions but not in CSR lapses. Lastly, we introduce consumer-company identification as the underlying process driving the consumer-domain congruence effect on pro-company reactions. Theoretical contributions and practical implications for marketers are discussed.

Keywords: Corporate social responsibility; Moral foundations; Identification; Consumer-brand relationship (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (55)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296318303667
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:95:y:2019:i:c:p:502-513

DOI: 10.1016/j.jbusres.2018.07.046

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().