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| Author: | Walker, M. (et al.) |
| Title: | Social responsibility and the Olympic Games: the mediating role of consumer attributions |
| Journal: | Journal of Business Ethics
2010 : SEP, VOL. 95:4, p. 659-680 |
| Index terms: | social responsibility consumer attitudes organizational goals stakeholders reputation psychology |
| Freeterms: | Olympic Games |
| Language: | eng |
| Abstract: | Prevalent literature proposes that corporate social responsibility (CSR) can influence consumer attitudes towards an organization and is regarded as a driver for reputation-building and fostering sustained consumer patronage. Although former research has addressed the direct affect of CSR on consumer responses, this research investigated the mediating influence of consumers perceived organizational motives in an NGO setting. Data were collected from consumers of the 2008 Beijing Olympic Games to assess their views on the International Olympic Committees (IOC) socially responsible initiatives. The results indicate that, depending on CSR awareness, consumers saw social efforts judged to be values-driven and stakeholder-driven positively, and efforts judged to be strategic negatively. |
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