Details

Autor(en) / Beteiligte

• Kim, Sora
• Lee, Yoon-Joo

Titel

The complex attribution process of CSR motives

Ist Teil von

• Public relations review, 2012-03, Vol.38 (1), p.168-170

Ort / Verlag

Silver Spring: Elsevier Inc

Erscheinungsjahr

2012

Quelle

PAIS Index

Beschreibungen/Notizen

• ► Consumers are willing to accept firm-serving motives behind companies’ CSR initiatives as long as they also perceive high public-serving motives. ► Regardless of attributed levels of a company's firm-serving motives, when consumers think the company is sincere in supporting public goods (high public-serving), they tend to reveal higher issue supportive behavior intention and purchase intention. ► The study reveals that the company in a stigmatized industry can still benefit from its continuous CSR efforts. This study examines how consumers reconcile two possibly contradictory motives (public-serving and firm-serving) to the corporate social responsibility (CSR) initiatives of companies in socially stigmatized industries. Our results indicate that consumers are willing to accept and give reputational credit for firm-serving motives behind the companies’ CSR initiatives, as long as they also perceive that the companies are sincere in serving public interests (i.e., high public-serving motives). Consumers highly engaged in social causes are also willing to accept firm-serving motives when they also perceive sincere public-serving motives behind the companies’ CSR activities.