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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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    Cited by:

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    2. Naziatul Aziah Mohd Radzi & Normaizatul Akma Saidi & Suziana Hassan & Mohamad Syahrul Nizam Ibrahim & Khai Ern Lee, 2025. "Exploring corporate social responsibility practices in the telecommunications, broadcasting and courier sectors: a comparative industry analysis," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-16, December.
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    4. 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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