Benefits of corporate social responsibility

Author:

Alhouti Sarah,D’Souza Giles

Abstract

Purpose The purpose of this paper is to determine how consumers benefit from corporate social responsibility (CSR) and whether spiritual benefits are a stronger outcome of CSR. Design/methodology/approach Items for values are developed and tested prior to their inclusion in an experiment that manipulates the presence and absence of CSR. A structural equation model is used to test the mediation effect of perceived value on the relationship between CSR and consumer outcomes. A chi-square test is used to compare the magnitude of the significant effects. Findings CSR influences spiritual, status, efficiency and aesthetic benefits equally. Spiritual benefits is a stronger predictor of attitude and personal satisfaction than efficiency and status benefits. Originality/value Conceptual and qualitative findings in the literature demonstrate that CSR is associated with spiritual benefits. This study quantitatively tests not only how CSR influences various benefits but also how those effects compare to the relationship between CSR and spiritual benefits. The examination of the effect of CSR benefits on consumer outcomes reveals that the types of benefits do not have identical effects.

Publisher

Emerald

Subject

Marketing,Business and International Management

Reference49 articles.

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4. The sacred and the profane in consumer behavior: theodicy on the odyssey;Journal of Consumer Research,1989

5. Combining esthetic and social value to explain preferences for product styles with the incorporation of personality and ensemble effects;Journal of Social Behavior and Personality,1991

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