Do Consumers Really Care about Aspects of Corporate Social Responsibility When Developing Attitudes toward a Brand?

• Published in: Journal of global marketing 2022-06, Vol.35 (3), p.193-207
• Main Authors: Vera-Martínez, Jorge, Alvarado-Herrera, Alejandro, Currás-Pérez, Rafael
• Format: Article
• Language: English
• Subjects: brand identification; brand perceptions; Consumers; firm credibility; Hypotheses; Perceived corporate social responsibility; perceived value; Perceptions; Social responsibility
• ISSN: 0891-1762; 1528-6975
• DOI: 10.1080/08911762.2021.1958277

The present study assesses the relationship between the dimensions of perceived corporate social responsibility (PCSR) and consumer perceptions about a brand. The approach taken herein for PCSR is based on the sustain-centric paradigm. Under this model, PCSR comprises three dimensions: economic, social, and environmental. Accordingly, a system of 11 hypotheses embedded in a conceptual framework is proposed and empirically tested. Measurements for the constructs in the hypotheses are assessed using a structured questionnaire with 521 respondents. The participants evaluated the brands of two major companies in Mexico. Path structural equation modeling is used to test the hypotheses. The results show that, of the three dimensions of PCSR, only economic and social dimensions affect variables related to brand perceptions. The proposed model suggests an explanatory power over attitude toward a brand through firm credibility, brand identification, and perceived functional value. The results imply that consumers disregard firm environmental responsibility when evaluating brands despite growing social efforts attempting to encourage environmental consciousness.