Beyond Goodwill

Abstract

This chapter investigates the interplay between consumer activism, corporate social responsibility communication (CSR), and corporate reputation. Using IKEA as a case study, the present study investigates the relationship between CSR communication, CSR-fit, CSR credibility, individual beliefs and corporate reputation using a quantitative design to quantitatively assess the role of CSR-fit and CSR credibility in mediating the role of CSR communication on corporate reputation and the influence of individual beliefs as a moderator of corporate reputation. Results confirm that a strong alignment between a company's CSR initiatives and its core activities positively enhances the credibility of its CSR engagement, consequently contributing to a favorable corporate reputation. By synthesizing academic theories and real-world insights, this research contributes to the understanding of the relationship between individual beliefs, CSR, and corporate reputation, offering valuable implications for companies navigating the complex realm of consumer activism and reputation management.