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Effects of ethical ideologies and perceptions of CSR on consumer behavior

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  • Palihawadana, Dayananda
  • Oghazi, Pejvak
  • Liu, Yeyi

Abstract

The mutual dependence of businesses and society has emphasized the growing importance of the concept of corporate social responsibility (CSR). Despite the fact that CSR has emerged as one of the leading management concerns worldwide, both businesses and academia have largely ignored its application in developing countries. This study aims to fill these gaps by examining consumer perceptions of CSR and their role in the relationships between consumers' ethical ideologies (i.e., idealism and egoism) and evaluations of a company's product offerings. An empirical study among Vietnamese consumers shows that consumers perceive CSR in four dimensions—economic, ethical, philosophical, and legal. Different ethical ideologies have different effects on consumer perceptions of CSR; for example, idealism positively affects these perceptions, whereas egoism's effect is negative. Furthermore, the perceptions of CSR fully mediate the relationships between idealism/egoism and product evaluation.

Suggested Citation

  • Palihawadana, Dayananda & Oghazi, Pejvak & Liu, Yeyi, 2016. "Effects of ethical ideologies and perceptions of CSR on consumer behavior," Journal of Business Research, Elsevier, vol. 69(11), pages 4964-4969.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:4964-4969
    DOI: 10.1016/j.jbusres.2016.04.060
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    17. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    18. Esra Alniacik & Charefeddine Moumen & Umit Alniacik, 2020. "The moderating role of personal value orientation on the links between perceived corporate social performance and purchase intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2724-2734, November.
    19. Ibrahim Alnawas & Nabil Ghantous & Jane Hemsley-Brown, 2023. "Can CSR foster brand defense? A moderated-mediation model of the role of brand passion," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 190-206, May.
    20. Petr Parshakov & Iuliia Naidenova & Carlos Gomez-Gonzalez & Cornel Nesseler, 2023. "Do LGBTQ-Supportive Corporate Policies Affect Consumer Behavior? Evidence from the Video Game Industry," Journal of Business Ethics, Springer, vol. 187(3), pages 421-432, October.
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    22. Schlegelmilch, Bodo B. & Simbrunner, Philipp, 2019. "Moral licensing and moral cleansing applied to company-NGO collaborations in an online context," Journal of Business Research, Elsevier, vol. 95(C), pages 544-552.

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