Consumer Perception of CSR: Modeling Psychological Motivators

Abstract

Scholars have called for more specific model development and a better defined process to predict the outcomes of Corporate Social Responsibility (CSR) activity. This paper builds on previous work in the field of CSR from a consumer perspective. Psychological dimensions related to consumer perception of CSR were explored through consumer survey data (N = 343) using exploratory factor analysis and structural model verification through confirmatory factor analysis. Three distinct latent variables entitled Public Image, Character and Value were identified in the model. Public Image proved to be the unique significant predictor related to perception of CSR. Differentiation among groups created a profile that indicated significant differences among consumers regarding political affiliations; employment status; if CSR was implemented at the consumers' place of employment; and between consumers who chose to volunteer at cause-related organizations, and those who did not. These results allow for a deeper insight into how CSR can be conducted and messaged among various population segments.

The Perceived Corporate Social Responsibility of Major Sport Organizations by the German Public: An Empirical Analysis During the COVID-19 Pandemic

“…Starting with gender, findings were fairly consistent, in that the socially responsible consumer tended to be female (e.g., Berkowitz and Lutterman, 1968 ; Webster, 1975 ; Gupta and Singh, 2017 ). Most CSR studies confirmed these results by showing that women were more likely to perceive CSR actions as positive (e.g., Patino et al, 2014 ; Kim and Kim, 2016 ), while only a few studies detected no gender effect on perceived CSR (e.g., Mueller, 2014 ).…”

“…For the perception of CSR activities, the findings are not consistent. While some scholars suggest that middle-aged consumers react positively to CSR activities (e.g., Carrigan et al, 2004 ; Tian et al, 2011 ), others detected no age differences (Mueller, 2014 ) or consistent effects (Pérez and Rodríguez del Bosque, 2013a ).…”

Heart over Mind? Effect of Perceived CSR on Consumer Buying Behaviour and the Mediating Role of Consumer Emotions

“…Citing a study by Brammer and Paveline, in their paper [22] discuss that Corporations enhance their legitimacy and reputation through disclosure of information regarding CSR activities. A study by [23] concluded that cause-related donations by corporations are altruistic and basically self-serving to the corporation. In yet another study by [24] it was found that consumers assume that CSR activities are motivated by image promotional goals of a firm.…”

Validación de un instrumento para medir la responsabilidad social empresarial en consumidores de México

“…La segunda etapa fue exploratoria y en ella se determinó la sustentabilidad de la estructura factorial de cuatro responsabilidades sociales básicas, propuesta por el modelo teórico de Carroll. Para ello se realizó un análisis de validez de constructo (análisis factorial exploratorio), utilizando el método de componentes principales y rotación varimax, esto a partir del supuesto de que los factores que conforman el instrumento son independientes (Cea, 2002) y en correspondencia con estudios previos (Aupperle et al, 1985;Maignan, 2001;Mueller, 2014). Una vez determinada la estructura factorial del instrumento, se procedió al cálculo de la fiabilidad de la escala, en general y por cada uno de los factores resultantes.…”