Does corporate social responsibility matter even in the B2B market?: Effect of B2B CSR on customer trust

• Published in: Industrial marketing management Vol. 93; pp. 115 - 123
• Main Authors: Han, Sang-Lin, Lee, Jong Won
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.02.2021
• Subjects: B2B CSR; B2B market; Corporate social responsibility; Trust; Corporate social responsibility; B2B CSR; B2B market; Trust
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2020.12.008

This study attempts to understand how Corporate Social Responsibility (CSR) positively influences the quality of business relationship in the business-to-business market. The purpose of this article is to suggest the CSR model in the B2B context. First, this study discerns two dimensions of firms' CSR activities based on the previous studies in B2B area - Business CSR and Altruistic CSR. Furthermore, we tried to investigate the CSR activities affecting the result of the development of business relationships (economic and non-economic factors) and customer trust as a relationship performance in the B2B market. Managerial implications and limitation of the study were also discussed. •Previous CSR researches have focused on B2C side, but recently, CSR is becoming an important issue in the business-to-business market.•Business practice CSR and altruistic CSR activities have positive effects on developing business relationships.•Corporate social responsibility derives B2B relationship performance and trust building.