The effect of third-party certifications on corporate social responsibility communication authenticity and credibility

Abstract

Purpose Accusations of greenwashing and corporate scandals have increased individuals’ skepticism of companies and their CSR claims. As a result, corporations seek to improve individuals’ perceptions of the credibility and authenticity of their CSR communication. Using signaling theory, this study tested to what extent external certifications from a non-profit organization act as a signal to affect individuals’ skepticism toward CSR, which, in turn, could influence individuals’ perceptions of CSR communication authenticity and credibility. Design/methodology/approach We conducted a one-factorial (CSR communication with or without CSR certification) between-subjects online experiment, surveying 184 individuals. Mediation analyses were performed to test our hypotheses. Participants were randomly assigned to a made-up corporate website text in which corporate efforts were either certified with the B Corporation Certification, one of the most established non-profit organization’s certifications of CSR or in which no certification was indicated. Findings The results demonstrate that external CSR certifications decrease individuals’ CSR skepticism and increase the perceived authenticity and credibility of CSR communication. CSR skepticism partially mediated the effect between the certification condition and CSR communication authenticity and credibility. Originality/value The study advances CSR communication research by providing empirical evidence of the positive effect of CSR certifications on the perceived authenticity and credibility of CSR communication. Businesses can signal the veracity of their CSR claims by obtaining a CSR certification, which decreases individuals’ skepticism toward CSR.

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