Article2022

Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response

32 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 research examined consumer responses to a company's communication of its corporate social responsibility (CSR) initiatives. Two prestudies verified the impact of company‐cause fit and message specificity on consumer skepticism toward CSR initiatives. These studies also showed that the resulting skepticism mediated the consumer responses. The main study explored how company‐cause fit and message specificity jointly influenced consumer skepticism and how this could be mediated by cognitive fluency. The results demonstrate that company‐cause fit and message specificity interacted and influenced consumer skepticism. In addition, cognitive fluency was found to be the key factor that explained this joint impact. These results explain how skepticism influences consumer responses to CSR. Theoretical and practical suggestions for effective CSR communication are provided.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1987Dimensions of Consumer Expertise 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1998Constructive Consumer Choice Processes 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2005The impact of perceived corporate social responsibility on consumer behavior 2004Measuring Attitude toward the Brand and Purchase Intentions

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