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Corporate social responsibility authenticity from the perspective of restaurant consumers

Author

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  • Minseong Kim
  • Svetlana Stepchenkova

Abstract

While authenticity and personal values are considered critical components in the brand development process, little research has investigated their roles in the corporate social responsibility (CSR) context. Therefore, this study formulated an empirical research model to maximize the effectiveness of restaurant companies’ CSR efforts by considering the significant roles of CSR authenticity and personal value relevance in establishing and maintaining strong brand loyalty from consumers’ perspectives on CSR. With the data collected in the United States, this study found that consumers’ perception of CSR activities increases their favorable perceptions, attitudes, and behavior toward a restaurant brand through the significant mediating role of CSR authenticity. However, this study also found that depending on the degree of personal value relevance, the significant paths would be different. Based on the empirical findings, this study suggests managerial implications for foodservice companies to effectively design and implement CSR initiatives.

Suggested Citation

  • Minseong Kim & Svetlana Stepchenkova, 2020. "Corporate social responsibility authenticity from the perspective of restaurant consumers," The Service Industries Journal, Taylor & Francis Journals, vol. 40(15-16), pages 1140-1166, December.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:15-16:p:1140-1166
    DOI: 10.1080/02642069.2020.1760249
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    Cited by:

    1. Kim, Minseong, 2021. "Conceptualization of e-servicescapes in the fitness applications and wearable devices context: Multi-dimensions, consumer satisfaction, and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Dita Hommerová & Karel Šrédl & Lucie Vrbková & Roman Svoboda, 2020. "The Perception of CSR Activities in a Selected Segment of McDonald’s Customers in the Czech Republic and Its Effect on Their Purchasing Behavior—A Case Study," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    3. Kim, Minseong, 2021. "Does playing a video game really result in improvements in psychological well-being in the era of COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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