Abstract:The aim of this research is to investigate the relationship between consumer perception of Corporate Social Responsibility (CSR), corporate brand trust, corporate hypocrisy, and corporate reputation. Based on the one-to-one interview method using a structured questionnaire of 560 consumers in South Korea, the proposed model was estimated by structural equation modeling analysis. The model suggests that consumer perception of CSR influences consumer attitudes toward a corporation (i.e., perceived corporate hypocrisy and corporate reputation) by developing corporate brand trust. This in turn further enhances corporate reputation while decreasing corporate hypocrisy. The findings of our study demonstrate that consumer perception of CSR is an antecedent to corporate brand trust, which fully mediates the relationship between consumer perception of CSR and corporate reputation. In addition, corporate brand trust has the role of partial mediator in the relationship between consumer perception of CSR and corporate hypocrisy. These results imply that to better understand the relationship between consumer perception of CSR and consumer attitudes toward a corporation, it is necessary to consider corporate brand trust as an important mediating variable. The theoretical and practical implications of this study are discussed, together with its limitations and potential for future research.
OPEN ACCESSSustainability 2015, 7 3684
Building on the normative conduct theory and the extant literature of environmental marketing, this study explores whether eco-friendly consumer behavior in the apparel market is influenced by variations in social norms and by consumer's environmental concern. An online survey was administered with a total of 332 members from a U.S. consumer panel. The results confirm the significant effects of the type of social norms (i.e., injunctive versus descriptive norms) and the level of environmental concern on purchase intentions. Furthermore, the type of environmental marketing claim (i.e., extrinsic versus intrinsic claims) is shown to moderate the positive influences of injunctive norms and of the level of environmental concern on purchase intentions. Theoretical and managerial implications are discussed.
The purpose of this study was to investigate gender differences in corporate social responsibility (CSR) perceptions regarding business sustainability. Another important objective of this study was to explore the moderating role of gender on the relationship between CSR perception and three corporate marketing outcomes (i.e., corporate brand equity, corporate distrust, and corporate hypocrisy). Using a sample of 867 consumers in South Korea, a t-test and hierarchical moderated regression analysis were employed to test four hypotheses. The results of this study showed that female consumers have a higher perception toward CSR than male consumers. The results also revealed that the positive relationship between CSR perception and corporate brand equity was stronger among men than women. In addition, the negative relationships between CSR perception and corporate distrust and between CSR perception and corporate hypocrisy were both stronger among men than women.
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