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Consumers’ evaluations of socially responsible activities in retailing

Author

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  • van Herpen, Erica
  • Pennings, Joost M.E.
  • Meulenberg, Matthew T.G.

Abstract

We approach Corporate Social Responsibility (CSR) as a process in which particular CSR activities impact on consumers’ store evaluation and trust. We hypothesize that consumers classify CSR activities along two dimensions: (1) the beneficiary of the activity and (2) the intrinsic contribution of the retailer, implying that consumers are interested in who reaps the benefits of the activity and how much the retailer invests in the activity. This conceptualization is confirmed in two field studies with 823 and 486 consumers. These field studies also show that consumers who perceive more CSR have more trust in the store and that their overall evaluation of the store is higher. Furthermore, it is shown that even though CSR affects both outcomes, the effect on trust is stronger than the effect on store evaluation. Our research indicates that CSR is particularly suited to build trust. Economic activities, on the other hand, are better for obtaining a good store evaluation.

Suggested Citation

  • van Herpen, Erica & Pennings, Joost M.E. & Meulenberg, Matthew T.G., 2003. "Consumers’ evaluations of socially responsible activities in retailing," Mansholt Working Papers 46730, Wageningen University, Mansholt Graduate School of Social Sciences.
    • Handle: RePEc:ags:wagmwp:46730
    DOI: 10.22004/ag.econ.46730
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    Cited by:

    1. Ratnawati & Budi Eko Soetjipto & F. Danardana Murwani & Hari Wahyono, 2018. "The Role of SMEs’ Innovation and Learning Orientation in Mediating the Effect of CSR Programme on SMEs’ Performance and Competitive Advantage," Global Business Review, International Management Institute, vol. 19(3_suppl), pages 21-38, June.
    2. Peter Turyakira, 2018. "Corporate Social Responsibility Activities that Influence Customer Loyalty of SMEs," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(6), pages 255-255, April.
    3. Andrea Pérez & Ignacio Rodríguez del Bosque, 2012. "The Role of CSR in the Corporate Identity of Banking Service Providers," Journal of Business Ethics, Springer, vol. 108(2), pages 145-166, June.
    4. Xinming Deng & Yang Xu, 2017. "Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification," Journal of Business Ethics, Springer, vol. 142(3), pages 515-526, May.
    5. Christopher Groening & Vamsi K. Kanuri, 2018. "Investor Reactions to Concurrent Positive and Negative Stakeholder News," Journal of Business Ethics, Springer, vol. 149(4), pages 833-856, June.
    6. Andrea Pérez & Ignacio Rodríguez del Bosque, 2013. "Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool," Journal of Business Ethics, Springer, vol. 118(2), pages 265-286, December.
    7. Andrea Pérez & Ignacio Rodríguez del Bosque, 2015. "How Customer Support for Corporate Social Responsibility Influences the Image of Companies: Evidence from the Banking Industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(3), pages 155-168, May.
    8. Jung, Jaesuk & Ko, Eunju & Woodside, Arch G., 2021. "How shoppers' configurations of demographics, sustainability assessments, and place-attractiveness assessments impact who shops in culturally traditional mega-markets," Journal of Business Research, Elsevier, vol. 122(C), pages 640-656.

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