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Do CSR efforts that focus on helping the environment influence brand purchase more than other forms of CSR?

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  • Eisingerich, Andreas B.
  • MacInnis, Deborah J.
  • Whan Park, C.

Abstract

Much has been written about corporate social responsibility (CSR). However, different types of CSR efforts may differentially influence consumer responses. We posit that CSR efforts that emphasize helping the environment affirm the moral values of universalism and benevolence. We advance a novel theory and provide empirical evidence regarding the unique emotional and behavioral effects of environment-based CSR relative to other CSR efforts, such as employee/fair labor practices and philanthropy/cause CSR. Specifically, we theorize and find that environment-based CSR has a stronger impact on brand purchase than these other types of CSR efforts, given its strong influence on consumers’ feelings of elevation and brand-self connections. The current study holds important implications for CSR theory, managers, and future research.

Suggested Citation

  • Eisingerich, Andreas B. & MacInnis, Deborah J. & Whan Park, C., 2023. "Do CSR efforts that focus on helping the environment influence brand purchase more than other forms of CSR?," Journal of Business Research, Elsevier, vol. 168(C).
    • Handle: RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323005994
    DOI: 10.1016/j.jbusres.2023.114240
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    References listed on IDEAS

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    1. Xie, Chunyan & Bagozzi, Richard P. & Grønhaug, Kjell, 2019. "The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences," Journal of Business Research, Elsevier, vol. 95(C), pages 514-530.
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    5. Baskentli, Sara & Sen, Sankar & Du, Shuili & Bhattacharya, C.B., 2019. "Consumer reactions to corporate social responsibility: The role of CSR domains," Journal of Business Research, Elsevier, vol. 95(C), pages 502-513.
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    Cited by:

    1. Omar Chabán & Alfredo Flores-Hernández & María Eugenia López-Pérez & Miguel A. Ruz-Mendoza, 2024. "The Manager’s Vision of CSR in an Emerging Economy: From Implementation to Market Impact," Administrative Sciences, MDPI, vol. 14(3), pages 1-15, February.
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    3. Cai, Mirabelle (Mufei) & Zheng, Chundong & Zhang, Lan & Baumann, Chris, 2024. "Join us for a greener future: Understanding the role of message framing in CER communication," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

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