Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility

Perceptions of a firm's stance on corporate social responsibility (CSR) are influenced by its corporate marketing efforts including branding, reputation building, and communications. The current research examines CSR from the consumer's perspective, focusing on antecedents and consequences...

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Bibliographic Details
Published in:Journal of business ethics 2011-08, Vol.102 (1), p.47-55
Main Authors: Stanaland, Andrea J. S., Lwin, May O., Murphy, Patrick E.
Format: Article
Language:English
Subjects:
Business and Management
Business Ethics
Business structures
Communication
Consumer goods industries
Consumers
Corporate marketing
Corporate responsibility
Corporate social responsibility
Education
Ethical codes
Ethical consumerism
Ethics
Ethics statements
Loyalty
Management
Marketing
Perception
Perceptions
Philosophy
Professional ethics
Property trusts
Purchase intention
Quality of Life Research
Risk
Social ethics
Social responsibility
Social responsibility of business
Stakeholder
Stakeholders
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Summary:Perceptions of a firm's stance on corporate social responsibility (CSR) are influenced by its corporate marketing efforts including branding, reputation building, and communications. The current research examines CSR from the consumer's perspective, focusing on antecedents and consequences of perceived CSR. The findings strongly support the fact that particular cues, namely perceived financial performance and perceived quality of ethics statements, influence perceived CSR which in turn impacts perceptions of corporate reputation, consumer trust, and loyalty. Both consumer trust and loyalty were also found to reduce the perceived risk that consumers experience in buying and using products. From these significant findings, we draw several conclusions and implications, including the importance of enhancing firm focus toward its ethical commitment and long-term reputation.
ISSN:0167-4544
1573-0697
DOI:10.1007/s10551-011-0904-z