RT Article
T1 Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification
JF Journal of business ethics
VO 142
IS 3
SP 515
OP 526
A1 Deng, Xinming
A1 Xu, Yang
A2 Xu, Yang
LA English
YR 2017
UL https://ixtheo.de/Record/1785660993
AB In order to explore the mechanism of consumer responses to corporate social responsibility (CSR), this paper constructs a research framework including CSR, consumer–company identification (CCI), consumer responses, and fit, and tests the framework using a scene-questionnaire survey. Empirical results demonstrate that CSR not only has positive influence on consumer purchase intention, recommend intention, and loyalty directly, but also has indirect positive influence on consumer purchase intention and recommend intention through CCI. The influencing process of CSR on CCI is moderated by fit and the moderating direction is different owing to product types. For the products whose association preference is positive, fit can positively moderate the relationship between CSR and CCI, while for products whose association preference is negative, the moderating role will be negative.
K1 Fit
K1 Consumer responses
K1 Consumer–company identification
K1 Corporate Social Responsibility
DO 10.1007/s10551-015-2742-x