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Attribute framing in CSR communication: Doing good and spreading the word – But how?

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  • Bartikowski, Boris
  • Berens, Guido

Abstract

In two experiments, we investigated the effects of positive and negative attribute framing in corporate social responsibility (CSR) communication on consumer attitudes toward the firm and purchase intentions. Study 1 shows a positive main effect of positively framed CSR communication with consumer perceived corporate hypocrisy and CSR associations as mediators. This effect tends to be stronger for products that consumers can evaluate more (as compared to less) easily. Study 2 replicates the positive main effect of Study 1 and finds the effect to be stronger for CSR communication with concrete (as compared to vague) arguments. In combination, the findings provide new insights into how attribute framing in CSR communication affects consumer reactions, additionally demonstrating product type and message specificity as boundary conditions.

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  • Bartikowski, Boris & Berens, Guido, 2021. "Attribute framing in CSR communication: Doing good and spreading the word – But how?," Journal of Business Research, Elsevier, vol. 131(C), pages 700-708.
    • Handle: RePEc:eee:jbrese:v:131:y:2021:i:c:p:700-708
    DOI: 10.1016/j.jbusres.2020.12.059
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    Cited by:

    1. Janssen, Catherine & Swaen, Valérie & Du, Shuili, 2022. "Is a specific claim always better? The double-edged effects of claim specificity in green advertising," Journal of Business Research, Elsevier, vol. 151(C), pages 435-447.
    2. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    3. Smirti Kutaula & Alvina Gillani & Diana Gregory-Smith & Boris Bartikowski, 2024. "Ethical Consumerism in Emerging Markets: Opportunities and Challenges," Journal of Business Ethics, Springer, vol. 191(4), pages 651-673, May.
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    5. Dai, Jiatong & Gong, Siyu, 2024. "Sustainable messaging strategies and consumer food waste: The congruence effect between message framing and state anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Chao Xing & Yuming Zhang & David Tripe, 2024. "Ethical Consumers and Low-Income Sellers on China’s Reward-Based Crowdfunding Platforms: Are Poverty Alleviation Campaigns More Successful?," Journal of Business Ethics, Springer, vol. 191(4), pages 793-810, May.
    7. Tahniyath Fatima & Said Elbanna, 2023. "Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework," Journal of Business Ethics, Springer, vol. 183(1), pages 105-121, February.
    8. Kumar, Vivek & Srivastava, Arpita, 2022. "Trends in the thematic landscape of corporate social responsibility research: A structural topic modeling approach," Journal of Business Research, Elsevier, vol. 150(C), pages 26-37.
    9. Chunling Zhu & Ruixin Zeng & Ruxi Wang & Yihui Xiao, 2023. "Corporate social responsibility and chief executive officer wrongdoing: A fraud triangle perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 874-888, March.

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