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Natural born cynics? The role of personality characteristics in consumer skepticism of corporate social responsibility behaviors

Derek Moscato () and Toby Hopp
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Derek Moscato: Western Washington University
Toby Hopp: University of Colorado

Corporate Reputation Review, 2019, vol. 22, issue 1, 26-37

Abstract: Abstract This study explored the relationship between the Big Five personality characteristics and consumer perceptions of organizational corporate social responsibility (CSR) behaviors. Specifically, the current work focused on both general consumer CSR skepticism and on consumers’ perceived motives for organizational involvement in CSR initiatives. The results suggested that those high in extraversion, agreeableness, and conscientiousness tended to be less skeptical of companies’ CSR efforts while those high in neuroticism were generally more skeptical of CSR behaviors.

Keywords: Corporate social responsibility; Personality characteristics; Consumer skepticism; Sustainability (search for similar items in EconPapers)
Date: 2019
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