Consumers’ response to CSR statement type in social crowding

Abstract

PurposeBased on the construal level theory, this research study examines the interactive effect between social crowding and corporate social responsibility (CSR) statement type on consumers' purchase intention.Design/methodology/approachThe authors conducted two empirical experiments on a total of 508 subjects.FindingsThere is an interactive effect between social crowding and CSR statement type on consumers' purchase intention. Specifically, in high social crowding situations, concrete CSR statements lead to consumers' higher purchase intention, while in low social crowding situations, abstract CSR statements lead to consumers' higher purchase intention. Self-construal and processing fluency play a moderating and mediating role in the mechanism.Originality/valueThis research study contributes to the theoretical understanding of the interaction between social crowding and CSR statements, enriching the field of consumer behavior research on social crowding. Additionally, it offers practical insights for enterprises on how to present CSR information in crowded situations.