Linking human values to consumer <scp>CSR</scp> perception: The moderating role of consumer skepticism

Ramasamy, Santhiya; Singh, Karpal Singh Dara; Amran, Azlan; Nejati, Mehran

doi:10.1002/csr.1939

Cited by 23 publications

(22 citation statements)

References 105 publications

(172 reference statements)

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“…According to Hansen et al (2018), openness to change includes stimulation and self-direction values. Individuals with a high level of openness to change view the consumption of natural food products as an opportunity for progress (Ramasamy et al, 2019). Tiainen et al (2013) further demonstrated the favourable relationship between openness to change and healthy eating habits; people who score high on openness to change consume more nutrients and exhibit fewer unhealthy eating behaviours.…”

Section: Extending Basic Human Values Theory and Sor Theory To The Pr...mentioning

confidence: 97%

“…Openness to change is associated with individuals' thoughts, feelings, actions and propensity to accept novel experiences (Tiainen et al, 2013;Hansen et al, 2018;Ramasamy et al, 2019). Underscoring its importance, Schwartz and Sagiv (1995) called openness to change a higher order value.…”

Section: H1 Universalism Is Positively Associated With Brand Trustmentioning

confidence: 99%

“…(2018), openness to change includes stimulation and self-direction values. Individuals with a high level of openness to change view the consumption of natural food products as an opportunity for progress (Ramasamy et al. , 2019).…”

Section: Background Literaturementioning

confidence: 99%

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Believing and acting on fake news related to natural food: the influential role of brand trust and system trust

Bezbaruah

Dhir

Talwar³

et al. 2021

BFJ

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PurposeFake news represents a real risk for brands, particularly for firms selling essential products, such as food items. Despite this anecdotal acknowledgement, the dynamics of the relationship between fake news and brand reputation remain under-explored. The present study addresses this gap by examining the association of consumer values (universalism and openness to change), brand trust, fake news risk and system trust in the context of natural food products.Design/methodology/approachThe study utilised a cross-sectional survey design and the mall-intercept method to collect data from 498 consumers of natural food residing in India. To test the hypotheses, which were grounded in the stimulus-organism-response (SOR) framework, the collected data were analysed using covariance-based structural equation modelling in SPSS AMOS. The conceptual model proposed universalism and openness to change as stimuli, brand trust as an internal state or organism and fake news risk – captured through the tendency of consumers to believe and act on fake news – as a response.FindingsThe findings support a positive association of universalism with brand trust and a negative association with fake news risk. In comparison, openness to change has no association with either brand trust or fake news risk. Brand trust, meanwhile, is negatively related to fake news, and this association is moderated by system trust. Furthermore, brand trust partially mediates the relationship between universalism value and fake news risk.Originality/valueNotably, the present study is one of the first attempts to understand the fake news risk associated with natural food brands by utilising the SOR framework in an emerging market setting. The study provides interesting insights for policymakers, brands and consumers.

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Section: Extending Basic Human Values Theory and Sor Theory To The Pr...mentioning

confidence: 97%

Section: H1 Universalism Is Positively Associated With Brand Trustmentioning

confidence: 99%

See 1 more Smart Citation

Believing and acting on fake news related to natural food: the influential role of brand trust and system trust

Bezbaruah

Dhir

Talwar³

et al. 2021

BFJ

View full text Add to dashboard Cite

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“…We examine if millennials as prospective applicants perceive the motive underlying organizations' CSR engagement, and the study seek to understand whether CSR motive perception plays any role in the indirect relationship between CSR and millennial's intention to seek employment with an organization. This is because it has become crucial for organizations to show the sincerity of CSR engagements, to manage inconsistencies regarding organizational CSR motives, and garner favorable millennial joining disposition (Ramasamy, Dara, Amran, & Nejati, 2020).…”

Section: Purpose and Significance Of The Studymentioning

confidence: 99%

“…PA has recently been emphasized by scholars in understanding stakeholders' engagement with organizational CSR, since company-seeking motives have not always been met with favorable stakeholder perception but increased CSR skepticism (Rim, Park, & Song, 2020). Stakeholders' perception of CSR motives as altruism is more likely to lower CSR skepticism (Ramasamy et al, 2020). Other researchers have, on the contrary, argued that however altruistic an organization's CSR behavior may seem, it is in core driven by company interest (Carlson & Zaki, 2018).…”

Section: Pa Of Csrmentioning

confidence: 99%

The strategic intersection of HR and CSR: CSR motive and millennial joining intention

Ikhide

Timur

Ogunmokun

2021

Journal of Management & Organization

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The success and competitiveness of an organization recruiting the emerging workforce i.e., millennials can be ascribed in part to the organization's corporate social responsibility (CSR) engagement. This study explores the impact of organizational CSR on Nigerian millennials' joining intention through CSR motive perceptions: CSR-based organizational attractiveness (CSR-based OA) and perceived altruism (PA). To examine the empirical relationship among variables, data were obtained from respondents who were seeking employment or in-between jobs. Results revealed that CSR-based OA and PA significantly mediate the relationship between CSR and millennial joining intention. Findings present a unique perspective that significantly expands the literature. The implications of results are discussed and recommendations to managers are presented.

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Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response

Lim

Lee

2022

Corp Soc Responsibility Env

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This research examined consumer responses to a company's communication of its corporate social responsibility (CSR) initiatives. Two prestudies verified the impact of company-cause fit and message specificity on consumer skepticism toward CSR initiatives. These studies also showed that the resulting skepticism mediated the consumer responses. The main study explored how company-cause fit and message specificity jointly influenced consumer skepticism and how this could be mediated by cognitive fluency. The results demonstrate that company-cause fit and message specificity interacted and influenced consumer skepticism. In addition, cognitive fluency was found to be the key factor that explained this joint impact. These results explain how skepticism influences consumer responses to CSR. Theoretical and practical suggestions for effective CSR communication are provided.

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Linking human values to consumer CSR perception: The moderating role of consumer skepticism

Cited by 23 publications

References 105 publications

Believing and acting on fake news related to natural food: the influential role of brand trust and system trust

Believing and acting on fake news related to natural food: the influential role of brand trust and system trust

The strategic intersection of HR and CSR: CSR motive and millennial joining intention

Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response

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