EconPapers    
Economics at your fingertips  
 

Moral licensing and moral cleansing applied to company-NGO collaborations in an online context

Bodo B. Schlegelmilch and Philipp Simbrunner

Journal of Business Research, 2019, vol. 95, issue C, 544-552

Abstract: In this paper, we focus on a specific aspect of monetary value creation in CSR activities, namely, company–NGO collaborations in the solicitation of donations. During a customer's journey through an online retail environment, companies can control their presentation of options to donate to an NGO partner before or after the purchase of their products. We investigate how the sequence of purchase and donation requests influences the amount donated to an NGO and the potential revenues for a company. We apply two cognitive biases—moral licensing and moral cleansing—as theoretical bases. Prior research on moral licensing and moral cleansing frequently neglects ecological validity. Our research attempts to address this issue by applying experimental settings which increase the transferability of results into practical measures. The paper provides marketing managers with the opportunity to understand which sequence of donation and purchase options is the most suitable for their purpose.

Keywords: Corporate social responsibility; Company–NGO collaboration; Cognitive bias; Moral licensing; Moral cleansing (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S014829631830359X
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:544-552

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 Dana Niculescu ().

 
Page updated 2019-01-19
Handle: RePEc:eee:jbrese:v:95:y:2019:i:c:p:544-552