The Effect of Ethical Corporate Behaviours on Consumer Support For Nonprofits: the Role of Gratitude and Social Justice Values

Chunyan Xie, Stord/Haugesund University College, Norway
Richard P. Bagozzi, University of Michigan, USA
We add to CSR research by revealing the emotional pathway between corporate ethical actions and consumer response toward nonprofits. Results showed that felt gratitude mediates the impact of perceived corporate ethical actions on consumer support for nonprofits. Social justice values that consumers hold further moderate the elicitation of felt gratitude.
[ to cite ]:
Chunyan Xie and Richard P. Bagozzi (2014) ,"The Effect of Ethical Corporate Behaviours on Consumer Support For Nonprofits: the Role of Gratitude and Social Justice Values", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 818-818.