Article2020

An experimental test of the impact of corporate social responsibility on consumers' purchasing behavior: The mediation role of trust

36 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 Technology companies have widely used corporate social responsibility (CSR) as a strategy to attract more consumers. However, little is known about which specific CSR practices work best to shape consumers' purchasing behavior. This study adopts a between‐subject lab experiment to investigate the effects of four different kinds of CSR practices on consumers' purchasing behavior and to understand their underlying mechanisms. The results indicate that CSR in the domain of environmental protection is most influential for a high‐tech company when it comes to attracting consumers and driving purchasing behavior. Additionally, the results indicate a mediating role of consumers' trust in the CSR purchasing relationship. This study suggests that high‐tech companies seeking to maximize sales should consider focusing their CSR practices on the environmental domain and should view consumers' trust as a critical end rather than a means to greater profits.

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References

1995A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance 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 1980The Role of Nonprofit Enterprise 2004Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives 2001Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior 1977The halo effect: Evidence for unconscious alteration of judgments.2004The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits

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