IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v17y2020i18p6466-d409300.html
   My bibliography  Save this article

The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y

Author

Listed:
  • Ovidiu-Ioan Moisescu

    (Faculty of Economics and Business Administration, Babeș-Bolyai University, 400591 Cluj-Napoca, Romania)

  • Oana-Adriana Gică

    (Faculty of Business, Babeș-Bolyai University, 400038 Cluj-Napoca, Romania)

Abstract

The purpose of the current study was to comparatively estimate, for generation X and generation Y, the impact of corporate environmental and social responsibility on customer loyalty, via customer–company identification and customer satisfaction as mediators. For this, a survey was conducted among a sample of telecom customers, comprising 445 members of generation X, and 601 of generation Y. Data were analyzed using partial least squares structural equation modeling and multigroup analysis. Results revealed that the impact of corporate environmental responsibility on customer loyalty is significantly higher within generation Y, while the social facet of corporate responsibility is more relevant for customers from generation X. The current study contributes to the literature by developing and testing, within multiple generational groups, a theoretical model which outlines the links between environmental and social responsibility and customer outcomes. As these relationships have been scarcely analyzed in the context of age cohort membership as a moderator, our study fills an important literature gap, emphasizing significant differences between generations X and Y. The findings have relevant implications for the effective communication of corporate environmental and social responsibility activities, providing important insights on how messages and communication channels should be adapted to generations X and Y as target audiences.

Suggested Citation

  • Ovidiu-Ioan Moisescu & Oana-Adriana Gică, 2020. "The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y," IJERPH, MDPI, vol. 17(18), pages 1-21, September.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:18:p:6466-:d:409300
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/17/18/6466/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/17/18/6466/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jorge Matute‐Vallejo & Rafael Bravo & José M. Pina, 2011. "The influence of corporate social responsibility and price fairness on customer behaviour: evidence from the financial sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(6), pages 317-331, November.
    2. Hongwei He & Yan Li, 2011. "CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality," Journal of Business Ethics, Springer, vol. 100(4), pages 673-688, June.
    3. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    4. Amama Shaukat & Yan Qiu & Grzegorz Trojanowski, 2016. "Board Attributes, Corporate Social Responsibility Strategy, and Corporate Environmental and Social Performance," Journal of Business Ethics, Springer, vol. 135(3), pages 569-585, May.
    5. Longinos Marin & Salvador Ruiz & Alicia Rubio, 2009. "The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior," Journal of Business Ethics, Springer, vol. 84(1), pages 65-78, January.
    6. Anna Kowalska-Pyzalska, 2019. "Do Consumers Want to Pay for Green Electricity? A Case Study from Poland," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    7. Muddassar Sarfraz & Wang Qun & Muhammad Ibrahim Abdullah & Adnan Tariq Alvi, 2018. "Employees’ Perception of Corporate Social Responsibility Impact on Employee Outcomes: Mediating Role of Organizational Justice for Small and Medium Enterprises (SMEs)," Sustainability, MDPI, vol. 10(7), pages 1-19, July.
    8. Sang Jun Cho & Chune Young Chung & Jason Young, 2019. "Study on the Relationship between CSR and Financial Performance," Sustainability, MDPI, vol. 11(2), pages 1-26, January.
    9. Tobias Hahn & Jonatan Pinkse & Lutz Preuss & Frank Figge, 2015. "Tensions in Corporate Sustainability: Towards an Integrative Framework," Journal of Business Ethics, Springer, vol. 127(2), pages 297-316, March.
    10. Claes Fornell, 1995. "The Quality of Economic Output: Empirical Generalizations About Its Distribution and Relationship to Market Share," Marketing Science, INFORMS, vol. 14(3_supplem), pages 203-211.
    11. Walsh, Gianfranco & Bartikowski, Boris, 2013. "Exploring corporate ability and social responsibility associations as antecedents of customer satisfaction cross-culturally," Journal of Business Research, Elsevier, vol. 66(8), pages 989-995.
    12. Noushi Rahman & Corinne Post, 2012. "Measurement Issues in Environmental Corporate Social Responsibility (ECSR): Toward a Transparent, Reliable, and Construct Valid Instrument," Journal of Business Ethics, Springer, vol. 105(3), pages 307-319, February.
    13. Barbara Wisse & Rob Eijbergen & Eric F. Rietzschel & Susanne Scheibe, 2018. "Catering to the Needs of an Aging Workforce: The Role of Employee Age in the Relationship Between Corporate Social Responsibility and Employee Satisfaction," Journal of Business Ethics, Springer, vol. 147(4), pages 875-888, February.
    14. Xinming Deng & Yang Xu, 2017. "Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification," Journal of Business Ethics, Springer, vol. 142(3), pages 515-526, May.
    15. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    16. Muddassar Sarfraz & Wang Qun & Li Hui & Muhammad Ibrahim Abdullah, 2018. "Environmental Risk Management Strategies and the Moderating Role of Corporate Social Responsibility in Project Financing Decisions," Sustainability, MDPI, vol. 10(8), pages 1-17, August.
    17. Magdalena Öberseder & Bodo Schlegelmilch & Patrick Murphy & Verena Gruber, 2014. "Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and Validation," Journal of Business Ethics, Springer, vol. 124(1), pages 101-115, September.
    18. Peter Seele & Irina Lock, 2015. "Instrumental and/or Deliberative? A Typology of CSR Communication Tools," Journal of Business Ethics, Springer, vol. 131(2), pages 401-414, October.
    19. Magda B. L. Donia & Sigalit Ronen & Carol-Ann Tetrault Sirsly & Silvia Bonaccio, 2019. "CSR by Any Other Name? The Differential Impact of Substantive and Symbolic CSR Attributions on Employee Outcomes," Journal of Business Ethics, Springer, vol. 157(2), pages 503-523, June.
    20. Sora Kim, 2019. "The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and its Relationship with Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception," Journal of Business Ethics, Springer, vol. 154(4), pages 1143-1159, February.
    21. Shaio Yan Huang & An An Chiu & Po Chi Chao & Arniati Arniati, 2019. "Critical Success Factors in Implementing Enterprise Resource Planning Systems for Sustainable Corporations," Sustainability, MDPI, vol. 11(23), pages 1-42, November.
    22. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, September.
    23. Xiang Deng & Li Li, 2020. "Promoting or Inhibiting? The Impact of Environmental Regulation on Corporate Financial Performance—An Empirical Analysis Based on China," IJERPH, MDPI, vol. 17(11), pages 1-17, May.
    24. Shmueli, Galit & Ray, Soumya & Velasquez Estrada, Juan Manuel & Chatla, Suneel Babu, 2016. "The elephant in the room: Predictive performance of PLS models," Journal of Business Research, Elsevier, vol. 69(10), pages 4552-4564.
    25. Ovidiu-Ioan Moisescu, 2017. "The Moderating Effects of Demographics on the Relationship Between Perceived CSR and Brand Loyalty in the Mobile Telecom Sector," Society and Economy, Akadémiai Kiadó, Hungary, vol. 39(1), pages 109-124, March.
    26. Thomas Dyllick & Kai Hockerts, 2002. "Beyond the business case for corporate sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 11(2), pages 130-141, March.
    27. Pedro Cuesta‐Valiño & Pablo Gutiérrez Rodríguez & Estela Núñez‐Barriopedro, 2019. "The impact of corporate social responsibility on customer loyalty in hypermarkets: A new socially responsible strategy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 761-769, July.
    28. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dan-Cristian Dabija & Veronica Câmpian & Anna-Rebeka Pop & Raluca Bãbu?, 2022. "Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 891-934, September.
    2. Zou, Yao & Zhang, Xizhi & Zheng, Weitao & Huang, Zhiyong, 2023. "Exploring the sustainable influencing factors of audience loyalty of Chinese sports live broadcast platform based on SEM model," Technological Forecasting and Social Change, Elsevier, vol. 189(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jinhua Li & Yongyi Chen & Qiankai Qing, 2021. "Differentiated consumer responses to corporate social responsibility domains moderated by corporate social responsibility perceptions: A Kano model‐based perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1606-1619, November.
    2. Rui Ma & Jacob Cherian & Wen-Hsien Tsai & Muhammad Safdar Sial & Li Hou & Susana Álvarez-Otero, 2021. "The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    3. Ovidiu I. Moisescu & Oana A. Gică & Victor O. Müller & Camelia Ancuța Müller, 2019. "Can Corporate Fairness towards Public Authorities Enhance Customer Loyalty? A Multi-Sectorial Investigation in a Developing Country," Sustainability, MDPI, vol. 12(1), pages 1-14, December.
    4. Love Westin & Jacob Hallencreutz & Johan Parmler, 2022. "Sustainable Development as a Driver for Customer Experience," Sustainability, MDPI, vol. 14(6), pages 1-18, March.
    5. Kyle D. Turner, 2022. "Actions in the spotlight: Differential effects of corporate social responsibility actions on organizational celebrity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 860-870, July.
    6. Luger, Michaela & Hofer, Katharina Maria & Floh, Arne, 2022. "Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets," International Business Review, Elsevier, vol. 31(2).
    7. Francesco Gangi & Antonio Meles & Eugenio D'Angelo & Lucia Michela Daniele, 2019. "Sustainable development and corporate governance in the financial system: Are environmentally friendly banks less risky?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(3), pages 529-547, May.
    8. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Min Zhang & Biying Jin & G. Alan Wang & Thong Ngee Goh & Zhen He, 2016. "A Study of Key Success Factors of Service Enterprises in China," Journal of Business Ethics, Springer, vol. 134(1), pages 1-14, March.
    10. Camila Kolling & José Luis Duarte Ribeiro & Donato Morea & Gianpaolo Iazzolino, 2023. "Corporate social responsibility and circular economy from the perspective of consumers: A cross‐cultural analysis in the cosmetic industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1226-1243, May.
    11. Mehrnaz Ashrafi & Gregory M. Magnan & Michelle Adams & Tony R. Walker, 2020. "Understanding the Conceptual Evolutionary Path and Theoretical Underpinnings of Corporate Social Responsibility and Corporate Sustainability," Sustainability, MDPI, vol. 12(3), pages 1-17, January.
    12. Samar El Sayad & Ahmed Diab, 2022. "Bank Employee Perceptions of Corporate Social Responsibility Practices: Evidence from Egypt," Sustainability, MDPI, vol. 14(3), pages 1-32, February.
    13. Stanisavljević Milena, 2017. "Does Customer Loyalty Depend on Corporate Social Responsibility?," Naše gospodarstvo/Our economy, Sciendo, vol. 63(1), pages 38-46, March.
    14. Valentina Lagasio & Nicola Cucari & Carl Åberg, 2021. "How corporate social responsibility initiatives affect the choice of a bank: Empirical evidence of Italian context," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(4), pages 1348-1359, July.
    15. Su, Lujun & Huang, Songshan (Sam) & Pearce, Joanna, 2018. "How does destination social responsibility contribute to environmentally responsible behaviour? A destination resident perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 179-189.
    16. Su, Lujun & Swanson, Scott R. & Chen, Xiaohong, 2016. "The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality," Tourism Management, Elsevier, vol. 52(C), pages 82-95.
    17. Ghi-Feng Yen & Hui-Chun Tsao, 2020. "Reexamining Consumers’ Cognition and Evaluation of Corporate Social Responsibility via a DANP and IPA Method," Sustainability, MDPI, vol. 12(2), pages 1-26, January.
    18. Ovidiu-Ioan MOISESCU, 2017. "From Csr To Customer Loyalty: An Empirical Investigation In The Retail Banking Industry Of A Developing Country," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 64(3), pages 307-323, September.
    19. 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.
    20. Floritzel Moreno & Jiyun Kang, 2020. "How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2477-2490, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:17:y:2020:i:18:p:6466-:d:409300. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.