Article1997

Pro-Social Consumer Influence Strategies: When and How Do They Work?

465 citations0/0 files storedJournal of Marketing

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Environmental Sustainability in Business Corporate Social Responsibility Reporting Consumer Behavior in Brand Consumption and Identification

Abstract

Whereas some firms embrace and successfully exploit pro-social consumer influence strategies (e.g., environmental positionings, cause-related promotions), other firms tend to downplay their effectiveness and are reluctant to pursue such strategies. The author's research findings reveal that important moderators, namely consumer trust in the marketing source and attributions of consumer responsibility, must be activated for pro-social positioning strategies to work. Moreover, the levels of the moderating variables appear to be critical in determining whether a pro-social positioning strategy achieves the intended effect or backfires, thereby jeopardizing product equity and market share.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1990Comparative fit indexes in structural models.1994The Commitment-Trust Theory of Relationship Marketing 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.2025Advances in Consumer Research

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