How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior |
| |
| Institution: | 1. Faculty of Business Administration, Memorial University of Newfoundland, St. John''s, NL A1B 3X5, Canada;2. Fogelman College of Business and Economics, University of Memphis, 3675 Central Avenue, Memphis, TN 38152-3120, United States;3. M.J. Neeley School of Business, Texas Christian University, Box 298530, TCU, Fort Worth, TX 76109, United States;1. School of Journalism and Mass Communication, University of Minnesota, 206 Church St. SE., 111 Murphy Hall, Minneapolis, MN 55455, United States;2. School of Journalism, Indiana University, Bloomington, 940 E Seventh Street, Bloomington, IN 47405, United States;3. College of Communication, Florida State University, P.O. Box 3062664, Tallahassee, FL 32306, United States;1. Athens University of Economics and Business, Department of Marketing and Communication, 12 Derigny Str., Athens 10434, Greece;2. Leeds University Business School, University of Leeds, Maurice Keyworth Building, Leeds LS2 9JT, United Kingdom |
| |
| Abstract: | This study proposes that Corporate Social Responsibility (CSR) practices may influence consumers’ pro-social behavior. We propose that this influence depends on the firm's motivation for CSR, and is moderated by the consumer-brand social distance. Two experiments demonstrate that consumers close to a brand become less pro-social when the firm's motivation is perceived as self-serving (vs. public-serving), whereas consumers distant from the brand are equally influenced by the CSR action regardless of the motivation behind it. A mediation analysis supported the hypothesis that this effect occurs because of consumer skepticism about the CSR action. When the firm's motivation is self-serving (vs. public-serving), consumers close to the brand become more skeptical, which decreases their intention to support a social cause. Our results contribute theoretically by showing that the positive and negative effects of CSR practices on consumers’ pro-social behavior are moderated by consumer-brand social distance. We also show the mediating role played by consumer skepticism. Moreover, we demonstrate that CSR influences consumer behavior beyond the consumer-brand dyadic relationship. |
| |
| Keywords: | Motivations for CSR Consumer-brand social distance Consumers’ pro-social behavior |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
