Consumer perceptions of corporate social responsibility in town shopping centres and their influence on shopping evaluations |
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| Institution: | 1. Department of Marketing, Monash University, P.O. Box 197, Caulfield East, Vic. 3145, Australia;2. School of Management of the University of Surrey, Guildford GU2 7XH, Surrey, UK;3. Florida State University, College of Human Sciences, 332 Sandels Building, Tallahassee, FL 32306-1492, USA;1. CIAMS, Univ. Paris-Sud, Université Paris-Saclay, 91405 Orsay Cedex, France;2. CIAMS, Université d’Orléans, 45067 Orléans, France;1. School of Public Administration and Human Geography, Hunan University of Technology and Business, Changsha, Hunan, China;2. Business School of Central South University, 932 Lushan South Street, Changsha, Hunan, China;3. Management and Marketing Department University of Wisconsin-Eau Claire Eau Claire, WI, 54701, USA;1. ESG Management School France, 25 rue Saint-Ambroise, 75011 Paris, France;2. IRG, Institute of Research in Management, Université Paris Est, (UPEC), Place de la Porte des Champs, 4, route de Choisy, 94010 Créteil, France;1. Department of Enterprise Engineering, University of Rome “Tor Vergata”, Italy;2. Department of Management Engineering, Technical University of Denmark, Denmark |
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| Abstract: | This paper investigates the effects of retailer and town centre actions to demonstrate corporate social responsibility (CSR) on consumers’ evaluations of town shopping centres. Examples of CSR actions are donations to charities, support for schools or cultural or sports events and demonstrations of concern for the natural environment. Recent research literature suggests such actions can have positive effects on the attractiveness of retail stores, and hence are a potential basis of competitive advantage. This paper investigates if similar effects occur for evaluations of town shopping centres. Hypotheses about the mediating and moderating effects of CSR are tested in two conjoint experiments conducted on shoppers in the UK. The results shows that the explanatory and predictive performance of destination choice models for shopping can improve if they include indicators of a centre's CSR performance but the effects of CSR attributes are small compared to the effects of non-CSR attributes. |
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