Article2012

CSR for Sustainable Development: CSR Beneficiary Positioning and Impression Management Motivation

Moon Seop Kim · Dong Tae Kim · Jae Il Kim

60 citations0/0 files storedCorporate Social Responsibility and Environmental Management

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Corporate Social Responsibility Reporting Environmental Sustainability in Business Corporate Social Responsibility and Sustainability

Abstract

ABSTRACT This study aims to seek ways to make corporate social responsibility (CSR) a vehicle for the sustainable development of companies and society. It examines the effect of CSR beneficiary positioning on purchase intention based on social exchange theory. It also investigates the moderating roles of product category, situation, and consumer's self‐monitoring level based on impression management theory. The results show that consumers will be more likely to buy products from those companies which employ a self‐benefit CSR positioning. In addition, the findings also suggest that the effect of the CSR beneficiary positioning on purchase intention depends on product type, situation, and self‐monitoring level. Specifically, when the impression management motivation is heightened, people will pay more attention to information about companies' CSR efforts. Thus, CSR beneficiary positioning will have less effect on purchase intention. However, the effect of CSR beneficiary positioning persists when the motivation is not heightened. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment

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References

1983The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields 1965Exchange and Power in Social Life.2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1975Public and private self-consciousness: Assessment and theory.1974Self-monitoring of expressive behavior.2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2004Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause

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