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The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior

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  • Miguel Giménez García-Conde

    (Department of Marketing, University of Murcia, Murcia 30100, Spain
    These authors contributed equally to this work.)

  • Longinos Marín

    (Department of Marketing, University of Murcia, Murcia 30100, Spain
    These authors contributed equally to this work.)

  • Salvador Ruiz de Maya

    (Department of Marketing, University of Murcia, Murcia 30100, Spain
    These authors contributed equally to this work.)

Abstract

Although research has theoretically and empirically linked corporate social responsibility (CSR) to consumer responses, understanding the different paths that link CSR to loyalty is still limited. A new pathway for this understanding comes from the idea that generative consumers, or those committed to the well-being of future generations, may be inclined to patronize companies engaged in CSR activities. This research addresses the question of how consumer generativity moderates the effect of CSR on consumer behavior through two studies. Study 1 shows how generativity influences purchase intention. Study 2 demonstrates that while a company’s commitment to CSR affects both generative and nongenerative consumers, the effect is greater for the former. This moderating role of generativity of the effect of CSR on purchase intention suggests the utility of considering generativity as a relevant consumer segmentation criterion.

Suggested Citation

  • Miguel Giménez García-Conde & Longinos Marín & Salvador Ruiz de Maya, 2016. "The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior," Sustainability, MDPI, vol. 8(8), pages 1-14, August.
    • Handle: RePEc:gam:jsusta:v:8:y:2016:i:8:p:815-:d:76229
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    2. Ha Thu Nguyen & Hoang Nguyen & Nhan Duc Nguyen & Anh Chi Phan, 2018. "Determinants of Customer Satisfaction and Loyalty in Vietnamese Life-Insurance Setting," Sustainability, MDPI, vol. 10(4), pages 1-16, April.
    3. José Manuel Otero-López & María José Santiago & María Cristina Castro, 2021. "Life Aspirations, Generativity and Compulsive Buying in University Students," IJERPH, MDPI, vol. 18(15), pages 1-15, July.
    4. Munazza Saeed & Imran Shafique, 2021. "Green customer-based brand equity and green purchase consumption behaviour: the moderating role of religious commitment," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13284-13303, September.
    5. Songmi Kim & Heejung Lee, 2019. "The Effect of CSR Fit and CSR Authenticity on the Brand Attitude," Sustainability, MDPI, vol. 12(1), pages 1-10, December.
    6. Daniela M. Salvioni & Francesca Gennari & Luisa Bosetti, 2016. "Sustainability and Convergence: The Future of Corporate Governance Systems?," Sustainability, MDPI, vol. 8(11), pages 1-25, November.

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