An Examination of the Formation of Consumer Csr Association: When Corporate Social Responsible Initiatives Are Effective
Corporate Social Responsibility is becoming a central agenda item for companies as well as capturing the burgeoning interest of academic researchers. Taking a broad overview of the recent working in this area, only embryonic research has been dedicated thus far to the consumer cognition process towards the CSR information. Motivated by this, we construct a cognitive model to investigate why some CSR initiatives are highly valued by consumers while others go unacknowledged. Through an experimental design we test the effects of two mediating variables (consumer attribution and consumer awareness of consequence) on the formation of consumer CSR association. The results suggest that different types of CSR initiatives (commitment, timing and fit) stimulate different levels of consumer CSR association by affecting their information cognition process, which is motivation attribution and consequence expectation.
Haodong Gu and Pamela Morrison (2009) ,"An Examination of the Formation of Consumer Csr Association: When Corporate Social Responsible Initiatives Are Effective", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 68-75.
Haodong Gu, University of New South Wales, Australia
Pamela Morrison, University of New South Wales, Australia
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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