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The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

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  • Carolin Plewa
  • Jodie Conduit
  • Pascale Quester
  • Claire Johnson

Abstract

Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research is yet to investigate whether and how CV may influence consumer perceptions of CSR image and subsequent consumer behaviour. Data collected using an online survey in Australia show perceived familiarity with a company’s CV programme to positively impact CSR image and firm image, partially mediated by others-centred attributions. CSR image, in turn, strengthens affective and cognitive loyalty as well as word-of-mouth. Further analysis reveals the moderating effect of perceived leveraging of the corporate volunteering programme, customer status and the value individuals place on CSR. The paper concludes with theoretical and managerial implications, as well as an agenda for future research. Copyright Springer Science+Business Media Dordrecht 2015

Suggested Citation

  • Carolin Plewa & Jodie Conduit & Pascale Quester & Claire Johnson, 2015. "The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective," Journal of Business Ethics, Springer, vol. 127(3), pages 643-659, March.
    • Handle: RePEc:kap:jbuset:v:127:y:2015:i:3:p:643-659
    DOI: 10.1007/s10551-014-2066-2
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    References listed on IDEAS

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