Articlediamond2018

Environmental Corporate Social Responsibility (ECSR) As a Predictor of Consumer’s Green Behavior

Siti Munerah · Seethaletchumy Thambiah · Saravanan Muthaiyah

7 citations0/0 files storedInternational Journal of Business and Management

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

Abstract

The purpose of this paper is to explore the influence of environmental corporate social responsibility (ECSR) on consumer’s green behavior. There is a lack of studies in the field of green consumer’s behavior focusing on the impact of ECSR. This paper also explores the mediating effect of personal norm between the ECSR initiatives with consumer’s green behavior. Based on norm activation model (NAM), personal norm acts as the mediator between activators of NAM and pro-social behavior. Numerous studies have been conducted utilizing personal norm as mediator to green behavior and the result from the studies have been positive. This study paper further explores the potential effectiveness of personal norm as a mediator between ECSR initiatives and consumer’s green behavior. This concept paper offers significant contribution to the body of knowledge through exploring the potential impact of ECSR as well as the mediating effect of personal norm on consumer’s green behavior. The findings in this study will create awareness among corporations the importance of highlighting corporate green initiatives among consumers.

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References

2004Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives 2004Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause 2009Sustainable consumption: green consumer behaviour when purchasing products 2006Interventions to Break and Create Consumer Habits 2010How can corporate social responsibility activities create value for stakeholders? A systematic review 1999Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination 2003Incentives, Morality, Or Habit? Predicting Students’ Car Use for University Routes With the Models of Ajzen, Schwartz, and Triandis 2008Pro‐environmental products: marketing influence on consumer purchase decision

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