The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior

Miguel Giménez García-Conde, Longinos Marín and Salvador Ruiz de Maya
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Miguel Giménez García-Conde: Department of Marketing, University of Murcia, Murcia 30100, Spain
Longinos Marín: Department of Marketing, University of Murcia, Murcia 30100, Spain
Salvador Ruiz de Maya: Department of Marketing, University of Murcia, Murcia 30100, Spain

Sustainability, 2016, vol. 8, issue 8, 1-14

Abstract: Although research has theoretically and empirically linked corporate social responsibility (CSR) to consumer responses, understanding the different paths that link CSR to loyalty is still limited. A new pathway for this understanding comes from the idea that generative consumers, or those committed to the well-being of future generations, may be inclined to patronize companies engaged in CSR activities. This research addresses the question of how consumer generativity moderates the effect of CSR on consumer behavior through two studies. Study 1 shows how generativity influences purchase intention. Study 2 demonstrates that while a company’s commitment to CSR affects both generative and nongenerative consumers, the effect is greater for the former. This moderating role of generativity of the effect of CSR on purchase intention suggests the utility of considering generativity as a relevant consumer segmentation criterion.

Keywords: CSR; sustainability; generativity; consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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