Gender Makes a Difference: Investigating Consumer Purchasing Behavior and Attitudes Toward Corporate Social Responsibility Policies

• Published in: Corporate social-responsibility and environmental management 2017-03, Vol.24 (2), p.133-144
• Main Authors: Jones, Raymond J., Reilly, Timothy M., Cox, Marcus Z., Cole, Brooklyn M.
• Format: Article
• Language: English
• Subjects: Attitudes; consumer attitudes and behavior; Corporate responsibility; corporate social responsibility; Environmental attitudes; firm strategy; Gender; Profits; Social responsibility
• ISSN: 1535-3958; 1535-3966
• DOI: 10.1002/csr.1401

The balance between profit maximization and corporate social responsibility (CSR) has become a strategic issue of considerable importance. A key factor in understanding this relationship is identifying consumer reactions to engaging in CSR. Prior literature suggests a gap between consumers' environmental attitudes and behaviors. This study examines this relationship and finds evidence that gender significantly influences this gap between attitudes and behaviors. Specifically, we find that for female segments of the consumer population, this gap is greatly reduced. We use social identity theory to explain this phenomenon of gender differences as they relate to CSR. Along with providing insight to CSR at the individual level with attitudes and behaviors, our findings also have implications at the firm‐ level for how organizations choose and strategically signal their CSR strategies toward specific consumer segments. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment