How Companies’ Csr Motivation Influences Consumers to Adopt Pro-Social Behavior

This paper proposes that CSR motivation impacts consumers’ pro-social behaviors based on consumer-brand social distance. Consumers close to the brand are positively (vs. negatively) influenced by benevolent (vs. self-interest) CSR motivation (experiments 1and 2). Experiment 3 provides evidence that this effect is mediated by consumers’ skepticism about the CSR action.



Citation:

Danielle Mantovani, Lucas Magalhães de Andrade, and Angela Negrão (2016) ,"How Companies’ Csr Motivation Influences Consumers to Adopt Pro-Social Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 748-748.

Authors

Danielle Mantovani, Federal University of Parana
Lucas Magalhães de Andrade, Federal University of Parana
Angela Negrão, Federal University of Parana



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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