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CSR attributions and the moderating effect of perceived CSR fit on consumer trust, identification, and loyalty

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  • Min, Jihye
  • Kim, Jiyoung
  • Yang, Kiseol

Abstract

Although many companies have engaged in corporate social responsibility (CSR) actions to elicit positive customer responses, the motivation behind CSR actions plays an important role in how effective they are, often leading to unexpected outcomes. While previous literature has placed a strong emphasis on value- and strategy-driven CSR actions, the changing consumer perceptions of and responses to these CSR actions remain less understood. Therefore, the current study investigates 1) how a company's CSR attribution affects consumer trust, identification, and loyalty and 2) how the perceived CSR fit moderates these relationships. The results indicate that value-driven, strategic, and stakeholder-driven attributions have positive effects on consumer trust, influencing consumer-company identification and loyalty positively. Further, we find that perceived CSR fit significantly moderates the relationship between strategic attribution and trust and between trust and loyalty. This study provides meaningful implications for both academia and industry, as it illustrates the changes in consumer views following the global pandemic relative to consumer views revealed in earlier studies.

Suggested Citation

  • Min, Jihye & Kim, Jiyoung & Yang, Kiseol, 2023. "CSR attributions and the moderating effect of perceived CSR fit on consumer trust, identification, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    • Handle: RePEc:eee:joreco:v:72:y:2023:i:c:s0969698923000218
    DOI: 10.1016/j.jretconser.2023.103274
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    2. Eveland, Vicki Blakney & Crutchfield, Tammy Neal & Tsang, Ronald C.W. & Sabol, Misty A., 2024. "Using PLS-SEM to test the relationship model of corporate social performance across the product/service continuum: When do shared values matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
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    4. Herrador-Alcaide, Teresa & Topa, Gabriela & Fernández-Muñoz, Juan José, 2024. "CSR of stock markets companies and customers purchase intentions: An empirical analysis in Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Raghavendra, Ananya Hadadi & Bala, Pradip Kumar & Mukherjee, Arindam, 2024. "Text mining analysis of retail and consumer service leaders' sustainability narratives: Are they actually true?," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    7. 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).
    8. Huang, Miaojia & Geng, Shuang & Yang, Wen & Law, Kris M.Y. & He, Yuqin, 2024. "Going beyond the role: How employees' perception of corporate social responsibility fuels proactive customer service performance," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    9. Muhamad Bhayuta Yudhi Putera & Melia Famiola, 2024. "Attitudinal Loyalty Manifestation in Banking CSR: Cross-Buying Behavior and Customer Advocacy," Papers 2404.11063, arXiv.org.

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