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The Importance of Philanthropic Corporate Social Responsibility and Its Impact on Attitude and Behavioral Intentions: The Moderating Role of the Barista Disability Status

Author

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  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143–747, Korea)

  • Jinkyung Jenny Kim

    (School of Hotel and Tourism Management, Youngsan University, 142 Bansong Beltway, Busan 48015, Korea)

  • Seokhoon Lee

    (The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143–747, Korea)

Abstract

Despite the increased attention to corporate social responsibility and employment of disabled people worldwide, there is insufficient evidence about the effect of these interrelated initiatives on the formation of consumer behavior. To fill this gap, this study was designed to understand consumers’ responses with respect to such activities in the coffee industry. More specifically, this study proposed that philanthropic corporate social responsibility (PCSR) aids to enhance attitude which subsequently increases behavioral intentions. In addition, this study examined the moderating role of barista disability status in the relationship between PCSR and attitude. The quantitative approach was used to examine hypotheses, and data were collected from the following two types of Starbucks: (1) Starbucks where disabled baristas provide services and (2) Starbucks where non-disabled baristas provide services. The results of data analysis showed that PCSR positively affects attitude, which in turn has a positive influence on intentions to use, word-of-mouth intentions, and willingness to pay more. Lastly, the moderating role of barista disability status was identified. Based on the findings, discussions involved theoretical and managerial implications of this study that include the encouragement of hiring people with disabilities in the coffee shops.

Suggested Citation

  • Jinsoo Hwang & Jinkyung Jenny Kim & Seokhoon Lee, 2020. "The Importance of Philanthropic Corporate Social Responsibility and Its Impact on Attitude and Behavioral Intentions: The Moderating Role of the Barista Disability Status," Sustainability, MDPI, vol. 12(15), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:15:p:6235-:d:393729
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    1. Alaa Adnan Awad & Mohammad Abuhashesh & Mohammad Al-Khasawneh & Ra’ed Masa’deh, 2023. "The Impact of Hiring People with a Disability on Customers’ Perspectives: The Moderating Effect of Disability Type," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    2. Muhamad Azrin Nazri & Nor Asiah Omar & Aini Aman & Abu Hanifah Ayob & Nur Ainna Ramli, 2020. "Corporate Social Responsibility and Business Performance in Takaful Agencies: The Moderating Role of Objective Environment," Sustainability, MDPI, vol. 12(20), pages 1-18, October.
    3. 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.
    4. Shafig Al-Haddad & Abdel-Aziz Ahmad Sharabati & Mohammad Al-Khasawneh & Rand Maraqa & Raya Hashem, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media," Sustainability, MDPI, vol. 14(11), pages 1-17, June.

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