The impact of corporate social irresponsibility on prosocial consumer behavior

Sumin Kim (), Hongwei He () and Anders Gustafsson ()
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Sumin Kim: The University of Manchester
Hongwei He: The University of Manchester
Anders Gustafsson: The University of Manchester

Journal of the Academy of Marketing Science, 2025, vol. 53, issue 2, No 5, 394-418

Abstract: Abstract Corporate social irresponsibility (CSI) refers to violations of the social contract between corporations and society. Existing literature documents its tendency to evoke negative consumer responses toward the firm involved, including unethical consumer behaviors. However, limited research attention deals with its potential impacts on prosocial consumer behavior. With six studies, the current research reveals that when consumers perceive harm due to CSI, they engage in more prosocial behavior due to the arousal of their anger. This effect is weaker among consumers who find the focal CSI issue more personally relevant but stronger among consumers with strong self-efficacy for promoting justice. Perceptions of CSI harm increase with the degree of control that the focal firm has over the CSI. This research thus establishes an effect of CSI harm on prosocial consumer behaviors, through the emotional mechanism of anger; it further shows that consumers seek to restore justice by engaging in prosocial behaviors.

Keywords: Corporate social irresponsibility; Anger; Prosocial consumer behavior; Firm controllability; Issue self-relevance; Justice self-efficacy (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11747-024-01021-0

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