Determinants of Consumer Attributions of Corporate Social Responsibility

Marín, Longinos; Cuestas, Pedro J.; Román, Sergio

doi:10.1007/s10551-015-2578-4

Cited by 122 publications

(106 citation statements)

References 72 publications

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“…Notably, although attribution theory has attracted considerable interest in explaining consumer responses to corporate actions, scant research has examined the sources of consumer attributions (Marín et al, 2015). In the context of green products, consumers take into consideration whether green products are commonplace in the market, the overall social responsibility of the firm, and the extent to which the firm has a history in environmental sustainability.…”

Section: Discussionmentioning

confidence: 99%

Gray Shades of Green: Causes and Consequences of Green Skepticism

2015

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Consumer skepticism of corporate environmental activities is on the rise. Yet research on this timely, intriguing, and important topic is scarce for both academics and practitioners.Building on attribution theory, we develop and test a theoretically anchored model that explains the sources and consequences of green skepticism. The study findings reveal that consumers' perceptions of industry norms, corporate social responsibility, and corporate history are important factors that explain why consumers assign different motives to corporate environmental actions. In addition, the results show that while intrinsic motives exert a strong negative effect on green skepticism, extrinsic motives have no discernible effect. Furthermore, the findings indicate that green skepticism prompts consumers to seek more information about the products, sparks negative word of mouth to friends and acquaintances, and forestalls purchase intentions. The study offers several implications for corporate and public policy makers and presents fruitful research directions.

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Section: Discussionmentioning

confidence: 99%

Gray Shades of Green: Causes and Consequences of Green Skepticism

2015

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“…CSR motives differ between external and internal stakeholders; while external stakeholders generally view intrinsic attributions positively [37], the study confirmed that intrinsic attributions can negatively affect employees-as the internal stakeholders-especially in fields like logistics in Korea known for high job insecurity and overtime [30]. If employees perceive that CSR practices, which often target external stakeholders, are conducted with altruistic motives, they might complain that the firm's resources are being invested in something that is not in their own best interest.…”

Section: Academic Implicationsmentioning

confidence: 99%

Corporate Social Responsibility Motive Attribution by Service Employees in the Parcel Logistics Industry as a Moderator between CSR Perception and Organizational Effectiveness

Lee

Seo

2017

Sustainability

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Abstract:With sustainability and corporate social responsibility (CSR) emerging as urgent issues in the logistics service industry, the effects of CSR on employee work behavior is receiving increasing attention. This study explores this issue by considering intrinsic and extrinsic CSR motive attributions as moderating variables between CSR perception and organizational commitment and organizational citizenship behavior. The results of a cross-sectional survey and hierarchical regression analyses of 241 survey responses from parcel delivery logistics employees indicate that their perception of CSR strongly enhances their organizational commitment and organizational citizenship behavior. This study also presents evidence that the positive effect of CSR on organizational commitment is weakened when employees attribute CSR practices to intrinsic motives. This study provides guidance for managers in the logistics sector and for academics who wish to address sustainability and CSR issues and to enhance employees' organizational commitment.

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“…When a product's characteristics do not fit the consumers' brand associations, consumers may prefer other brands (Broniarczyk & Alba, 1994). Other research showed that perceived "corporate hypocrisy," or the belief that a firm claims to be something that it is not, damages consumers' attitudes toward firms by negatively affecting their CSR beliefs and their attitudes toward the firm (Marín et al, 2016;Wagner et al, 2009). …”

Section: Ca and Brand Equity For Organic Productsmentioning

confidence: 99%

Putting Words into Action: Marketing Organic Products with Existing Brand Associations

Vos¹,

Bartels²

2018

IJMS

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As consumer interest in organic products continues to grow, brands are increasingly adding organic variants to their product lines. However, consumer evaluations of these actions are not straightforward and differ for brands with various associations or within different product contexts. Previous research has shown that products with credence attributes, such as organic products, are often judged by brand name and consumers' existing brand associations. The current study adds to previous work on brand equity and brand associations by explicitly considering the context and characteristics of these branded organic products. First, a pretest determined the existing brands' corporate social responsibility (CSR) and corporate ability (CA) associations. Next, an online experiment tested consumers' perceptions of brand equity, consumers' trust in the brands and consumers' purchase intentions, which were analyzed using a fully parallel, multiple-mediator process model with the experimental conditions as independent variables. The results show that brand equity increases most when a brand associated with both CA and CSR introduces an organic product. In addition, consumers trust this brand more compared to brands that are less strongly associated with CSR. Moreover, the intention to purchase organic products increases as brand equity increases, but the intention to purchase organic products does not increase as trust increases. Based on these results, we conclude that brands aiming to increase their value to positively affect consumers' purchase intentions of their organic products benefit most when they are highly associated with both CSR and CA.

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Determinants of Consumer Attributions of Corporate Social Responsibility

Cited by 122 publications

References 72 publications

Gray Shades of Green: Causes and Consequences of Green Skepticism

Gray Shades of Green: Causes and Consequences of Green Skepticism

Corporate Social Responsibility Motive Attribution by Service Employees in the Parcel Logistics Industry as a Moderator between CSR Perception and Organizational Effectiveness

Putting Words into Action: Marketing Organic Products with Existing Brand Associations

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