Consumers’ Responses to Corporate Social Responsibility: The Mediating Role of CSR Authenticity

Hajir Afzali and Sang Soo Kim
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Hajir Afzali: Department of Business Administration, Yong In University, Yongin-si 17092, Korea
Sang Soo Kim: Department of Business Administration, Yong In University, Yongin-si 17092, Korea

Sustainability, 2021, vol. 13, issue 4, 1-13

Abstract: This study uses information processing and stakeholder theories as its conceptual foundation to explore the effect of authenticity on the relationship between corporate social responsibility (CSR) activities and three key customer responses: corporate evaluation, product association, and purchase intention. We conducted a survey in South Korea to test the hypotheses. The results of the analysis of our sample consisting of 417 individuals showed that perceived CSR was positively associated with corporate evaluation, product association, and purchase intention. In addition, the mediating test results indicated that CSR authenticity mediated the relationship between perceived CSR and the three CSR customers’ responses to CSR. This study contributes to research on CSR authenticity and specifically adds to the conversation on the four CSR building blocks, namely, ethical codes, philanthropic contribution, organizational credibility, and resource accommodation in connection with CSR authenticity as a potentially valuable lens in the context of CSR. Managerial implications of these findings are also discussed.

Keywords: perceived CSR; CSR authenticity; corporate evaluation; product association; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:4:p:2224-:d:501933

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