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Natural born cynics? The role of personality characteristics in consumer skepticism of corporate social responsibility behaviors

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  • Derek Moscato

    (Western Washington University)

  • Toby Hopp

    (University of Colorado)

Abstract

This study explored the relationship between the Big Five personality characteristics and consumer perceptions of organizational corporate social responsibility (CSR) behaviors. Specifically, the current work focused on both general consumer CSR skepticism and on consumers’ perceived motives for organizational involvement in CSR initiatives. The results suggested that those high in extraversion, agreeableness, and conscientiousness tended to be less skeptical of companies’ CSR efforts while those high in neuroticism were generally more skeptical of CSR behaviors.

Suggested Citation

  • Derek Moscato & Toby Hopp, 2019. "Natural born cynics? The role of personality characteristics in consumer skepticism of corporate social responsibility behaviors," Corporate Reputation Review, Palgrave Macmillan, vol. 22(1), pages 26-37, February.
    • Handle: RePEc:pal:crepre:v:22:y:2019:i:1:d:10.1057_s41299-018-0058-3
    DOI: 10.1057/s41299-018-0058-3
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    References listed on IDEAS

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    Cited by:

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    2. Nguyen, Nga & Priporas, Constantinos-Vasilios & McPherson, Mark & Manyiwa, Simon, 2023. "CSR-related consumer scepticism: A review of the literature and future research directions," Journal of Business Research, Elsevier, vol. 169(C).
    3. Ramona Demasi & Christian Voegtlin, 2023. "When the Private and the Public Self Don’t Align: The Role of Discrepant Moral Identity Dimensions in Processing Inconsistent CSR Information," Journal of Business Ethics, Springer, vol. 187(1), pages 73-96, September.

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