Effects of empathy and egoism on CSR perceptions and consumer buycotts: Lessons learned during global crisis in support of equitable business practices

Ania Izabela Rynarzewska, Stephen A. LeMay, Marilyn M. Helms and Eliza Hetrick

Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 1, 90-107

Abstract: Consumer polarization leading to buycotts and boycotts was magnified by the global crisis of 2020–2021 which changed consumer priorities and business practices: in-person shopping decreased, while social distancing, remote work, and media consumption increased. In this context, we examined the relationships among egoism, empathy, and consumer interest in social topics. These topics included employee treatment, social justice, and the environment. We highlighted aligning Corporate Social Responsibility (CSR) efforts with consumer values. Using a survey method and structural equation modeling, we found such efforts increased consumer buycott. In this research we addressed whether consumers were motivated by empathy or egoism to engage in buycotting during global crisis. Consumers reacted to a firm’s adherence to health and safety guidelines, respect for human rights, and engaged in environmental protection. This study contributes to the literature on CSR and prosocial behavior. It examined the relationships among key consumer characteristics and corporate behavior in times of crisis and expands the existing literature on psychological factors that play a role in buycotting. The findings are applicable to policy makers, academic literature, and practice as it offers practical recommendations on how companies might consider realignment of CSR activities during crisis. It also suggests directions for future research.

Date: 2024
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DOI: 10.1080/21639159.2023.2255866

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