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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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