The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of Consumers

Kevin Newman, University of Arizona, USA
Merrie Brucks, University of Arizona, USA
Little is known about how corporate social responsibility (CSR) efforts affect consumer’s moral behavior. We demonstrate that antisocial (prosocial) firm behavior leads consumers who use the firm to self-expand to conduct prosocial (antisocial) behavior. Licensing effects are reversed if consumers are hypocritical about their own behavior within the CSR domain.
[ to cite ]:
Kevin Newman and Merrie Brucks (2013) ,"The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of Consumers", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.