Retailer Corporate Social Responsibility Is Relevant to Consumer Behavior

Abstract

With regard to the topicality of corporate social responsibility (CSR) in retail practice, only a few studies have comprehensively analyzed the role of CSR in retail. Due to the specific role of a retailer as a gatekeeper between the producer and the consumer in the supply chain, a comprehensive understanding of the impact of consumer perceptions of CSR activities is of great relevance. Therefore, this study contributes information regarding the impact of CSR activities on retailer performance. Using a comprehensive conceptualization of CSR, the results of our customer survey (N = 3,313) suggest that CSR has positive implications as driver of customer loyalty and favorable consumer purchasing behavior. The authors demonstrate the CSR dimensions that are most important for retailers to influence positively consumer purchasing behavior. This study highlights the significance of the credibility of retailer CSR activities and show that consumers’ CSR orientation impacts the relationship between retailer CSR activities and consumer behavior.

Reducing the Negative Effect of Consumer Ethnocentrism on Patronage Behaviour at Foreign Retailers

“…The finding that the perception of local CSR has a positive direct impact on patronage behaviour at foreign retailers is consistent with the view that companies that are perceived to contribute to the local economy are supported by consumers. The effect on patronage behaviour is, however, rather weak, which is consistent with previous research that has found that CSR activities have less influence on patronage behaviour than on purchase intentions (e. g., Russell and Russell 2010;Schramm-Klein et al 2016). Nonetheless, if consumers have positive perceptions of local CSR activities, these perceptions can influence their overall evaluations of the company (Brown and Dacin 1997;Öberseder et al 2013), and according to our findings, this leads to better patronage behaviour regardless of the level of ethnocentrism.…”

“…A retailer's activities have been shown to have a strong influence on patronage behaviour. Scholars have identified the assortment of products as an important factor in acquiring and retaining customers (e. g., Pan and Zinkhan 2006;Schramm-Klein et al 2016). Swoboda et al (2012), for example, show that a consumer's response to foreign retailers is influenced by the assortment of products, which can additionally help foreign retailers reduce the perception of foreignness.…”

“…Previous research has established that companies' CSR activities have an influence on consumers' purchase intentions (Mohr et al 2001;Öberseder et al 2011;Russell and Russell 2010) and, to a lesser extent, on their patronage behaviour (e. g., Schramm-Klein et al 2016). It has also been shown that patronage behaviour is influenced by the perceived level of support retailers' show towards their employees and the community and that it is a relevant consideration in consumers' purchase decisions (Schramm- Klein et al 2016).…”

Organizational Learning and Corporate Social Responsibility Drivers of Performance in SMEs in Northwestern Mexico

“…Different empirical studies have reported that social, environmental, economic and ethical-legal practices positively influence the economic results of companies [65,66]. In addition, some studies have corroborated that the implementation of CSR has become a powerful weapon in meeting customer expectations and satisfaction, driving companies to be more competitive and more profitable [67,68]. Other researchers have concluded that there is a significant relationship between the ethical, social, economic and environmental dimensions of CSR, with the financial performance of companies [69].…”

Embracing CSR in pro-social relationship marketing program: understanding driving forces of positive consumer responses

“…Also, consumers express favorable attitudes toward socially responsible companies and are willing to pay premium prices for products marketed by those companies (Ellen et al, 2006;Sen et al, 2006). Moreover, consumers' perceptions of a firm's CSR activities and their perceived credibility of those activities affect their loyalty and purchasing behavior (Schramm-Klein et al, 2013). Previous research also identifies mediating factors, such as congruence or fit between organizations and sponsoring activities (Barone et al, 2007;Menon and Kahn, 2003) and benefit salience of CSR activities (Yoon et al, 2006).…”