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| Tekijä: | Groza, M.D. Pronschinske, M.R. Walker, M. |
| Otsikko: | Perceived organizational motives and consumer responses to proactive and reactive CSR |
| Lehti: | Journal of Business Ethics
2011 : SEP, VOL. 102:4, p. 639-652 |
| Asiasana: | organizational behaviour social responsibility multivariate analysis risk management business communication consumer behaviour information |
| Kieli: | eng |
| Tiivistelmä: | Corporate social responsibility (CSR) has risen as an effective way for firms to improve consumer attitudes. Even though prior research has addressed the direct impact of proactive and reactive CSR on consumer responses, this study hypothesizes that consumers' perceived organizational motives (i.e., attributions) mediate this relationship. It was also hypothesized that the source of information and location of CSR initiative will influence the motives consumers attach to a firms' engagement in the initiative. The hypotheses were tested by two experiments. The results of the first indicate that the nature of a CSR initiative affects consumer attributions and that the attributions act as mediators in explaining consumer responses to CSR. The second experiment's results suggest that the source of the CSR message moderates CSR's impacts on consumer attributions. The mediating influence of the attributions in addition to the importance of information source implies that proper communication of CSR can be a viable way to create positive corporate associations and purchase intentions. |
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