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When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification

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  • Won‐Moo Hur
  • Tae‐Won Moon
  • Hanna Kim

Abstract

This study aims to investigate the effects of customers' perception of corporate social responsibility (CSR) on their CSR participation intention via customer–company identification (C–C identification). The authors also examine how CSR credibility strengthens the customers' CSR perception–C–C identification relationship and the indirect relationship between CSR perception and CSR participation intention through C–C identification. We conducted a survey of 567 South Korean bank customers and performed structural equation modeling to test our hypotheses. C–C identification partially mediated the relationship between customers' CSR perception and CSR participation intention. The positive association between customers' CSR perception and C–C identification was more pronounced when CSR credibility was higher than when it was lower. CSR credibility further moderated the indirect effect of customers' CSR perception and CSR participation intention through C‐C identification. This study deepens CSR research by showing how a cognitive CSR perception leads to a behavioral CSR participation based on a research model.

Suggested Citation

  • Won‐Moo Hur & Tae‐Won Moon & Hanna Kim, 2020. "When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1878-1891, July.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:4:p:1878-1891
    DOI: 10.1002/csr.1933
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    References listed on IDEAS

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    3. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    5. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Patrick Elf & Amy Isham & Birgitta Gatersleben, 2021. "Above and beyond? How businesses can drive sustainable development by promoting lasting pro‐environmental behaviour change: An examination of the IKEA Live Lagom project," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1037-1050, February.
    7. Thanakorn Suriyapongprapai & Pattanaporn Chatjuthamard & Arnat Leemakdej & Sirimon Treepongkaruna, 2022. "Stakeholder engagement, military ties, and firm performance," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(2), pages 469-479, March.
    8. Erifili-Christina Chatzopoulou & Dimitris Manolopoulos & Vasia Agapitou, 2022. "Corporate Social Responsibility and Employee Outcomes: Interrelations of External and Internal Orientations with Job Satisfaction and Organizational Commitment," Journal of Business Ethics, Springer, vol. 179(3), pages 795-817, September.
    9. Chen Wang & Yeonggil Kim & Changhee Kim, 2022. "Are all CSR Activities in Your SNS Authentic? The Antecedents and Outcomes of Consumer Perceived Authenticity of CSR," SAGE Open, , vol. 12(4), pages 21582440221, November.

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