Consumer Political Identity and Moral Judgments of Corporate Social Responsibility

Adina Schoeneman, State University of New York, Brockport
Joon Yong Seo, State University of New York, Brockport
James Cordeiro, State University of New York, Brockport
We investigate whether and how consumers’ political identities drive their judgments of a firm’s social responsibility. We demonstrate that corporate social responsibility appeals that align with the underlying moral foundations of a consumer’s political identity have a positive impact on the consumers’ ethical judgments of and attitudes towards the firm.
[ to cite ]:
Adina Schoeneman, Joon Yong Seo, and James Cordeiro (2014) ,"Consumer Political Identity and Moral Judgments of Corporate Social Responsibility", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 809-809.