IDEAS home Printed from https://ideas.repec.org/a/eee/iburev/v31y2022i2s0969593121001153.html
   My bibliography  Save this article

Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets

Author

Listed:
  • Luger, Michaela
  • Hofer, Katharina Maria
  • Floh, Arne

Abstract

Corporate social responsibility (CSR) has received increased attention in academia and business practice given the growing environmental awareness in the global marketplace. Especially generation Y can be characterized by a high level of interest in ethical consumption. While many studies have adopted managerial perspectives on CSR, we focus on consumer response to CSR among the millennial group. To do so, we employ a quantitative, survey-based approach with data collected in the advanced European market of Austria and the emerging Asian market of China. With a sample of 441 responses, we test our hypotheses using structural equation modeling. The findings both show that CSR support plays a central role in mediating purchase intention and reveal significant country differences. Thus, this study contributes to the literature by investigating responses to CSR among generation Y consumers from a cross-cultural perspective.

Suggested Citation

  • Luger, Michaela & Hofer, Katharina Maria & Floh, Arne, 2022. "Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets," International Business Review, Elsevier, vol. 31(2).
    • Handle: RePEc:eee:iburev:v:31:y:2022:i:2:s0969593121001153
    DOI: 10.1016/j.ibusrev.2021.101903
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969593121001153
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ibusrev.2021.101903?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Andrea Pérez & Ignacio Rodríguez del Bosque, 2015. "How Customer Support for Corporate Social Responsibility Influences the Image of Companies: Evidence from the Banking Industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(3), pages 155-168, May.
    2. Jiyao Xun, 2013. "Corporate Social Responsibility in China: a Preferential Stakeholder Model and Effects," Business Strategy and the Environment, Wiley Blackwell, vol. 22(7), pages 471-483, November.
    3. Mazboudi, Mohamad & Sidani, Yusuf M. & Al Ariss, Akram, 2020. "Harmonization of firm CSR policies across national contexts: Evidence from Brazil & Sweden," International Business Review, Elsevier, vol. 29(5).
    4. Waris Ali & Jedrzej George Frynas & Zeeshan Mahmood, 2017. "Determinants of Corporate Social Responsibility (CSR) Disclosure in Developed and Developing Countries: A Literature Review," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(4), pages 273-294, July.
    5. Ramasamy, Bala & Yeung, Matthew C.H. & Chen, Junsong, 2013. "Selling to the urban Chinese in East Asia: Do CSR and value orientation matter?," Journal of Business Research, Elsevier, vol. 66(12), pages 2485-2491.
    6. Xiangyu Chen & Peng Wan, 2020. "Social trust and corporate social responsibility: Evidence from China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 485-500, March.
    7. Fanshun Zhang & Congdong Li & Cejun Cao & Baogui Xin, 2021. "Mechanism of User Participation in Co-creation Community: A Network Evolutionary Game Method," Complexity, Hindawi, vol. 2021, pages 1-24, January.
    8. Bian, Junsong & Liao, Yi & Wang, Yao-Yu & Tao, Feng, 2021. "Analysis of firm CSR strategies," European Journal of Operational Research, Elsevier, vol. 290(3), pages 914-926.
    9. Isabell Lenz & Hauke A. Wetzel & Maik Hammerschmidt, 2017. "Can doing good lead to doing poorly? Firm value implications of CSR in the face of CSI," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 677-697, September.
    10. Dang, Van Thac & Nguyen, Ninh & Pervan, Simon, 2020. "Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Alan Pomering & Sara Dolnicar, 2009. "Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives?," Journal of Business Ethics, Springer, vol. 85(2), pages 285-301, April.
    12. Frenzen, Heiko & Hansen, Ann-Kristin & Krafft, Manfred & Mantrala, Murali K. & Schmidt, Simone, 2010. "Delegation of pricing authority to the sales force: An agency-theoretic perspective of its determinants and impact on performance," International Journal of Research in Marketing, Elsevier, vol. 27(1), pages 58-68.
    13. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, July-Dece.
    14. Maignan, Isabelle & Ferrell, O. C., 2003. "Nature of corporate responsibilities: Perspectives from American, French, and German consumers," Journal of Business Research, Elsevier, vol. 56(1), pages 55-67, January.
    15. Chourou, Lamia & Grira, Jocelyn & Saadi, Samir, 2021. "Does empathy matter in corporate social responsibility? Evidence from emerging markets," Emerging Markets Review, Elsevier, vol. 46(C).
    16. Marko Sarstedt & Jun-Hwa Cheah, 2019. "Partial least squares structural equation modeling using SmartPLS: a software review," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 196-202, September.
    17. Alan Wong & Fu Long & S. Elankumaran, 2010. "Business students' perception of corporate social responsibility: the United States, China, and India," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(5), pages 299-310, September.
    18. Pat Auger & Timothy Devinney & Jordan Louviere, 2007. "Using Best–Worst Scaling Methodology to Investigate Consumer Ethical Beliefs Across Countries," Journal of Business Ethics, Springer, vol. 70(3), pages 299-326, February.
    19. Yan-Leung Cheung & Dongmin Kong & Weiqiang Tan & Wenming Wang, 2015. "Being Good When Being International in an Emerging Economy: The Case of China," Journal of Business Ethics, Springer, vol. 130(4), pages 805-817, September.
    20. Bala Ramasamy & Matthew Yeung & Alan Au, 2010. "Consumer Support for Corporate Social Responsibility (CSR): The Role of Religion and Values," Journal of Business Ethics, Springer, vol. 91(1), pages 61-72, February.
    21. Oehmichen, Jana, 2018. "East meets west—Corporate governance in Asian emerging markets: A literature review and research agenda," International Business Review, Elsevier, vol. 27(2), pages 465-480.
    22. González-Rodríguez, M. Rosario & Díaz-Fernández, M. Carmen & Simonetti, Biagio, 2015. "The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs," International Business Review, Elsevier, vol. 24(5), pages 836-848.
    23. Bala Ramasamy & Mathew Yeung, 2009. "Chinese Consumers’ Perception of Corporate Social Responsibility (CSR)," Journal of Business Ethics, Springer, vol. 88(1), pages 119-132, April.
    24. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    25. Qamar Farooq & Yunhong Hao & Xuan Liu, 2019. "Understanding corporate social responsibility with cross‐cultural differences: A deeper look at religiosity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 965-971, July.
    26. Tania Bucic & Jennifer Harris & Denni Arli, 2012. "Ethical Consumers Among the Millennials: A Cross-National Study," Journal of Business Ethics, Springer, vol. 110(1), pages 113-131, September.
    27. Lei Wang & Heikki Juslin, 2009. "The Impact of Chinese Culture on Corporate Social Responsibility: The Harmony Approach," Journal of Business Ethics, Springer, vol. 88(3), pages 433-451, October.
    28. Islam, Jamid Ul & Hollebeek, Linda D. & Rahman, Zillur & Khan, Imran & Rasool, Aaleya, 2019. "Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 277-285.
    29. Dongho Yoo & Jieun Lee, 2018. "The Effects of Corporate Social Responsibility (CSR) Fit and CSR Consistency on Company Evaluation: The Role of CSR Support," Sustainability, MDPI, vol. 10(8), pages 1-16, August.
    30. Mobin Fatma & Zillur Rahman, 2015. "Consumer perspective on CSR literature review and future research agenda," Management Research Review, Emerald Group Publishing Limited, vol. 38(2), pages 195-216, February.
    31. Magdalena Öberseder & Bodo Schlegelmilch & Patrick Murphy & Verena Gruber, 2014. "Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and Validation," Journal of Business Ethics, Springer, vol. 124(1), pages 101-115, September.
    32. Khadija Bouraoui & Sonia Bensemmane & Marc Ohana & Marcello Russo, 2019. "Corporate social responsibility and employees’ affective commitment: A multiple mediation model," Post-Print hal-02390164, HAL.
    33. Chkir, Imed & El Haj Hassan, Boushra & Rjiba, Hatem & Saadi, Samir, 2021. "Does corporate social responsibility influence corporate innovation? International evidence," Emerging Markets Review, Elsevier, vol. 46(C).
    34. Mingming Feng & Xiaodan Wang & Jerry Glenn Kreuze, 2017. "Corporate social responsibility and firm financial performance," American Journal of Business, Emerald Group Publishing Limited, vol. 32(3-4), pages 106-133, August.
    35. Archie B. Carroll, 2016. "Carroll’s pyramid of CSR: taking another look," International Journal of Corporate Social Responsibility, Springer, vol. 1(1), pages 1-8, December.
    36. Zhilong Tian & Rui Wang & Wen Yang, 2011. "Consumer Responses to Corporate Social Responsibility (CSR) in China," Journal of Business Ethics, Springer, vol. 101(2), pages 197-212, June.
    37. Longinos Marin & Salvador Ruiz, 2007. "“I Need You Too!â€\x9D Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility," Journal of Business Ethics, Springer, vol. 71(3), pages 245-260, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yang, Junping & Zhang, Mengjie & Ballester-Miquel, José Carlos & Ribeiro-Navarrete, Samuel, 2022. "Exploring what drives entrepreneurs: Intergenerational differences between entrepreneurs born in the 1980s and 1990s," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    2. Nicole F. Richter & Sven Hauff & Christian M. Ringle & Siegfried P. Gudergan, 2022. "The Use of Partial Least Squares Structural Equation Modeling and Complementary Methods in International Management Research," Management International Review, Springer, vol. 62(4), pages 449-470, August.
    3. Shu-Yun Du & Xiao-Chen Shao & Alfredo Jiménez & Jeoung Yul Lee, 2022. "Corporate Social Responsibility of Chinese Multinational Enterprises: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(23), pages 1-22, December.
    4. Barbarossa, Camilla & Buzeta, Cristian & De Pelsmacker, Patrick & Moons, Ingrid, 2022. "Foreign company misconduct and how consumers’ punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country," International Business Review, Elsevier, vol. 31(5).
    5. Ginesti, Gianluca & Campa, Domenico & Spano’, Rosanna & Allini, Alessandra & Maffei, Marco, 2023. "The role of CSR committee characteristics on R&D investments," International Business Review, Elsevier, vol. 32(5).
    6. Park, Sangchul & Ahn, Sungsook & Kim, Sanghoon, 2024. "Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    7. Hua Xiangzhou & Hasan Nurul Ain Mohd & Costa Feroz De & Qiao Weihua, 2024. "Opportunities or Challenges? The Interplay between Artificial Intelligence and Corporate Social Responsibility Communication," Business Systems Research, Sciendo, vol. 15(1), pages 131-157.
    8. Han, Jeong Hugh, 2023. "Does ‘born digital’ mean ‘being global’ in characterizing millennial consumers in a less developed country context? – An empirical study in Myanmar," Technological Forecasting and Social Change, Elsevier, vol. 195(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ibrahim Sameer, 2021. "Impact of corporate social responsibility on organization’s financial performance: evidence from Maldives public limited companies," Future Business Journal, Springer, vol. 7(1), pages 1-21, December.
    2. Sora Kim & Yingru Ji, 2017. "Chinese Consumers' Expectations of Corporate Communication on CSR and Sustainability," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(6), pages 570-588, November.
    3. Montserrat Boronat-Navarro & José Antonio Pérez-Aranda, 2019. "Consumers’ perceived corporate social responsibility evaluation and support: The moderating role of consumer information," Tourism Economics, , vol. 25(4), pages 613-638, June.
    4. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    5. Douglas Cumming & Wenxuan Hou & Edward Lee, 2016. "Business Ethics and Finance in Greater China: Synthesis and Future Directions in Sustainability, CSR, and Fraud," Journal of Business Ethics, Springer, vol. 138(4), pages 601-626, November.
    6. Jamali, Dima & Karam, Charlotte & Yin, Juelin & Soundararajan, Vivek, 2017. "CSR logics in developing countries: Translation, adaptation and stalled development," Journal of World Business, Elsevier, vol. 52(3), pages 343-359.
    7. Jinhua Li & Yongyi Chen & Qiankai Qing, 2021. "Differentiated consumer responses to corporate social responsibility domains moderated by corporate social responsibility perceptions: A Kano model‐based perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1606-1619, November.
    8. Mobin Fatma & Zillur Rahman, 2016. "Consumer responses to CSR in Indian banking sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 203-222, October.
    9. González-Rodríguez, M. Rosario & Díaz-Fernández, M. Carmen & Simonetti, Biagio, 2015. "The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs," International Business Review, Elsevier, vol. 24(5), pages 836-848.
    10. Varsha Singh & Sakshi Kathuria & Deepika Puri & Bharat Kapoor, 2023. "Corporate social responsibility and behavioral intentions: A mediating mechanism of Brand Recognition," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1698-1711, July.
    11. Alejandro Alvarado-Herrera & Enrique Bigne & Joaquín Aldas-Manzano & Rafael Curras-Perez, 2017. "A Scale for Measuring Consumer Perceptions of Corporate Social Responsibility Following the Sustainable Development Paradigm," Journal of Business Ethics, Springer, vol. 140(2), pages 243-262, January.
    12. Fatma, Mobin & Rahman, Zillur, 2016. "The CSR's influence on customer responses in Indian banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 49-57.
    13. Mueller, Henrike & Theuvsen, Ludwig, 2014. "Influences on consumer attitudes towards CSR in agribusiness," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 166108, Agricultural and Applied Economics Association.
    14. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. Camila Kolling & José Luis Duarte Ribeiro & Donato Morea & Gianpaolo Iazzolino, 2023. "Corporate social responsibility and circular economy from the perspective of consumers: A cross‐cultural analysis in the cosmetic industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1226-1243, May.
    16. Figueira, Sandra & Gauthier, Caroline & Torres de Oliveira, Rui, 2023. "CSR and stakeholder salience in MNE subsidiaries in emerging markets," International Business Review, Elsevier, vol. 32(5).
    17. Marcinkowska Elzbieta & Sawicka Joanna, 2023. "Corporate Social Responsibility as a Factor Influencing Purchasing Decisions of Consumers in Central and Eastern Europe," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 281-299.
    18. Lee, Jihyun & Lee, Yuri, 2015. "The interactions of CSR, self-congruity and purchase intention among Chinese consumers," Australasian marketing journal, Elsevier, vol. 23(1), pages 19-26.
    19. Valerie Priscilla Goby & Catherine Nickerson, 2016. "Conceptualization of CSR Among Muslim Consumers in Dubai: Evolving from Philanthropy to Ethical and Economic Orientations," Journal of Business Ethics, Springer, vol. 136(1), pages 167-179, June.
    20. Ziyu Chen & Shouming Chen & Talib Hussain, 2019. "The Perception of Corporate Social Responsibility in Muslim Society: A Survey in Pakistan and Sudan," Sustainability, MDPI, vol. 11(22), pages 1-16, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:iburev:v:31:y:2022:i:2:s0969593121001153. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.