Impact of CSR Initiatives on Consumer’s Perceptions and Attitudes Towards Retailers

Rita Coelho Vale (), Pedro Verga Matos () and Vera Herédia-Colaço ()
Additional contact information
Rita Coelho Vale: Universidade Católica Portuguesa
Pedro Verga Matos: Universidade de Lisboa
Vera Herédia-Colaço: Universidade Católica Portuguesa

A chapter in Advances in National Brand and Private Label Marketing, 2020, pp 123-129 from Springer

Abstract: Abstract This research aims to analyze how retailers’ endorsement of socially responsible and sustainable practices impact consumers’ attitudes and perceptions towards retailers’ products (private labels). A laboratory experiment, in which CSR practices were manipulated (environmental initiatives vs philanthropic initiatives) revealed that in general, CSR practices have a positive impact on consumers’ perceptions towards the retailer. Results suggest that consumers’ willingness to pay extra for products is higher for environmental than philanthropic initiatives. However, when analyzing behavioral intentions to purchase the products sold by retailer, results reveal a marginally significant preference for philanthropic vs environmental initiatives. Further analysis, this time considering consumers’ green values, indicate that high green consumers seem to infer higher product quality when retailers engage in environmental initiatives, while average green consumers seem to anticipate higher shopping experience when presented with an initiative of philanthropic nature. Overall, findings reveal interesting insights, highlighting how different CSR initiatives may have different impact in terms of product quality, willingness to pay, purchase intentions and shopping experience perceptions. Moreover, results also highlight a number of different psychological mechanisms that emerge when consumers hold distinct green consumption values.

Keywords: Retailing; CSR initiatives; Sustainability; Product perceptions; PLs (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47764-6_15

Ordering information: This item can be ordered from
http://www.springer.com/9783030477646

DOI: 10.1007/978-3-030-47764-6_15

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().