Inner-Self vs. Outer-Self and Socially Responsible Product Consumption

Yeujun Yoon, Kevin Chastagner and Jaewoo Joo
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Yeujun Yoon: Business Administration Department, School of Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea
Kevin Chastagner: Department of Economics and Business, Hope College, Holland, MI 49423, USA
Jaewoo Joo: Department of Marketing, College of Business Administration, Kookmin University, 77 Jeongneung-ro, Seongbuk-gu, Seoul 02707, Korea

Sustainability, 2020, vol. 12, issue 22, 1-22

Abstract: This paper investigates how two fundamental consumer characteristics, self-esteem (inner-self) and status seeking (outer-self), influence consumers’ purchasing behaviors of CSR (Corporate Social Responsibility) products via two mediating effects: brand image and self-enhancement. In particular, we analyze these effects in two different CSR domains: environmental and social. By doing so, we are able to verify the underlying mechanisms of how different types of consumers respond to various CSR promotions. We propose a distinctive CSR consumption model incorporating both inner-self and outer-self components. We collected data from two countries, the US and China, using two commonly used online survey platforms: Amazon M-Turk and Loop Information Technology. Using structural equation modeling, our analysis in the environmental domain revealed that both inner-self and outer-self components play a significant role in consumers’ desire to purchase CSR products. Additionally, this process is mediated by the brand image of the firm and the tendency to enhance self-value. Interestingly, we found that in the social domain, self-enhancement mediated consumer characteristics and purchasing behavior of CSR product, whereas brand image did not. This indicates that environmental CSR activities increase brand value and its impact on purchase intention, while social CSR activities do not. Additionally, we found similar patterns for both US and Chinese consumers.

Keywords: corporate social responsibility; self-esteem; status seeking; brand image; self-enhancement; US; China (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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