Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust |
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| Affiliation: | 1. Audencia Nantes, School of Management (Audencia – PRES LUNAM), Research Center in Marketing & Distribution In Situ, 8 Route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;2. IUT de Saint-Nazaire, LEMNA, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France;1. Old Dominion University, Strome College of Business, Department of Marketing, 2160 Constant Hall, Norfolk, VA 23529, USA;2. Old Dominion University, Strome College of Business, Department of Marketing, 2040 Constant Hall, Norfolk, VA 23529, USA;1. Faculty of Economic and Management Sciences, North-West University, Potchefstroom, South Africa;2. Department of Marketing, Monash University, Melbourne, Victoria, Australia;3. WorkWell Research Unit, North-West University, Potchefstroom, South Africa;1. Université catholique de Louvain, Louvain Research Institute in Management & Organizations (LouRIM), 1 Place des Doyens, L2.01.02, 1348 Louvain-la-Neuve, Belgium;2. IESEG School of Management, 3 rue de la Digue, 59800 Lille, France;3. LEM-CNRS 9221, 3 rue de la Digue, 59800 Lille, France;1. College of Hotel & Tourism Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Republic of Korea;2. Department of Hotel Food Service and Culinary Arts, Ulsan College, 101 Bong su-ro, Dong-gu, Ulsan 44022, Republic of Korea |
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| Abstract: | ![]()
Retailers often face pressure from stakeholders to address social and environmental issues. The purpose of this study is to investigate the influence of retailer corporate social responsibility (CSR) on consumers' perceptions and behavior. Drawing on the theoretical foundations of social identity theory and signaling theory, this study presents and validates a unique model which examines the mediating effects of perceived consumer effectiveness and consumer trust on the relationship between retailer CSR and consumer citizenship behavior. Using a sample of 407 consumers in China, results of structural equation modeling show that retailer CSR is positively associated with consumer citizenship behavior. Additionally, perceived consumer effectiveness and consumer trust positively mediate this association. Taken together, these findings provide support for retailers to develop CSR programs that remind and reinforce consumers’ perceptions about socially responsible behaviors. |
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| Keywords: | Corporate social responsibility Consumer citizenship behavior Consumer trust Perceived consumer effectiveness Retailer China |
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