Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values

• Published in: Journal of business ethics Vol. 114; no. 2; pp. 193 - 206
• Main Authors: Romani, Simona, Grappi, Silvia, Bagozzi, Richard P.
• Format: Journal Article
• Language: English
• Published: Dordrecht Springer 01.05.2013; Springer Netherlands; Springer Nature B.V
• Subjects: Altruism; Business and Management; Business Ethics; Business structures; Consumer behavior; Consumer behaviour; Consumer goods industries; Consumer motivation; Consumers; Corporate social responsibility; Economic altruism; Economic behaviour. Consumption; Economic research; Economic sociology; Education; Emotion; Emotional expression; Emotions; Ethics; Ethics and moral life; Hypothesis; Management; Morality; Motivation; Philosophy; Pollution control; Quality of Life Research; Social psychology; Social responsibility; Sociology; Sociology of economy and development; Sociology of knowledge and ethics; Sociology of knowledge and sociology of culture; Studies; Values; Gratitude; Corporate social responsibility; Consumer behavior; Altruistic values; Consumption; Behaviour; Enterprise; Altruism; Social responsibility
• ISSN: 0167-4544; 1573-0697
• DOI: 10.1007/s10551-012-1337-z

Although a lot of research establishes consumer reactions to corporate social responsibility (CSR), little is known about the theoretical mechanisms for these reactions. We conduct a field experiment with adult consumers to test the hypothesis that the effects of perceived CSR on consumer reactions are mediated by felt gratitude and moderated by the magnitude of altruistic values held by consumers. Two classes of consumer reactions are considered: intentions to (1) say positive things about the company, and (2) participate in advocacy actions benefiting the company.