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

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...