IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i19p11946-d921691.html
   My bibliography  Save this article

Disentangling Consumers’ CSR Knowledge Types and Effects

Author

Listed:
  • Mark Avis

    (School of Communication, Journalism and Marketing, Massey University, Palmerston North 4410, New Zealand)

  • Roman Konopka

    (School of Communication, Journalism and Marketing, Massey University, Palmerston North 4410, New Zealand)

  • Diana Gregory-Smith

    (Newcastle University Business School, Newcastle University, Newcastle upon Tyne NE1 4SE, UK)

  • Nitha Palakshappa

    (School of Communication, Journalism and Marketing, Massey University, Palmerston North 4410, New Zealand)

Abstract

This paper examines consumers’ objective knowledge of corporate social responsibility (CSR) for brands over different product categories, and investigates whether objective knowledge influences attitudes to CSR, and the relationships between demographics and objective knowledge. The research uses an innovative approach to examining consumer CSR knowledge via (largely) unprompted recall. The analysis uses independent judges to score actual consumer objective knowledge of the CSR of well-known brands against the policies and actions of the brand owner. The research reveals that participants’ objective knowledge of CSR was limited or, in many cases, there was no knowledge. Further, the number and type of CSR policies did not influence overall evaluations of CSR. However, where objective knowledge was held, it did positively influence evaluations. The findings of the research direct managerial attention towards improvement of the communication of CSR, including using the research methodology here to evaluate the success of current communications.

Suggested Citation

  • Mark Avis & Roman Konopka & Diana Gregory-Smith & Nitha Palakshappa, 2022. "Disentangling Consumers’ CSR Knowledge Types and Effects," Sustainability, MDPI, vol. 14(19), pages 1-20, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:11946-:d:921691
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/19/11946/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/19/11946/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Khosro Jahdi & Gaye Acikdilli, 2009. "Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding?," Journal of Business Ethics, Springer, vol. 88(1), pages 103-113, August.
    2. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    3. Alba, Joseph W & Hutchinson, J Wesley, 2000. "Knowledge Calibration: What Consumers Know and What They Think They Know," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 123-156, September.
    4. Iris Vermeir & Patrick Kenhove, 2008. "Gender Differences in Double Standards," Journal of Business Ethics, Springer, vol. 81(2), pages 281-295, August.
    5. Shaomin Li & Marc Fetscherin & Ilan Alon & Christoph Lattemann & Kuang Yeh, 2010. "Corporate Social Responsibility in Emerging Markets," Management International Review, Springer, vol. 50(5), pages 635-654, October.
    6. Schwartz, Mark S. & Carroll, Archie B., 2003. "Corporate Social Responsibility: A Three-Domain Approach," Business Ethics Quarterly, Cambridge University Press, vol. 13(4), pages 503-530, October.
    7. Murphy, Patrick E. & Schlegelmilch, Bodo B., 2013. "Corporate social responsibility and corporate social irresponsibility: Introduction to a special topic section," Journal of Business Research, Elsevier, vol. 66(10), pages 1807-1813.
    8. Kyoko Fukukawa & John Balmer & Edmund Gray, 2007. "Mapping the Interface Between Corporate Identity, Ethics and Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 76(1), pages 1-5, November.
    9. House, Lisa & Lusk, Jayson L. & Jaeger, Sara & Traill, W. Bruce & Moore, Melissa & Valli, Carlotta & Morrow, Bert & Yee, Wallace M.S., 2004. "Objective And Subjective Knowledge: Impacts On Consumer Demand For Genetically Modified Foods In The United States And The European Union," 2004 Annual meeting, August 1-4, Denver, CO 20125, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Guido Berens & Cees Riel & Johan Rekom, 2007. "The CSR-Quality Trade-Off: When can Corporate Social Responsibility and Corporate Ability Compensate Each Other?," Journal of Business Ethics, Springer, vol. 74(3), pages 233-252, September.
    11. Andrew Crane & Sarah Glozer, 2016. "Researching Corporate Social Responsibility Communication: Themes, Opportunities and Challenges," Journal of Management Studies, Wiley Blackwell, vol. 53(7), pages 1223-1252, November.
    12. 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.
    13. Brucks, Merrie, 1985. "The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 1-16, June.
    14. Andreu, Luisa & Casado-Díaz, Ana B. & Mattila, Anna S., 2015. "Effects of message appeal and service type in CSR communication strategies," Journal of Business Research, Elsevier, vol. 68(7), pages 1488-1495.
    15. Adam Lindgreen & José-Rodrigo Córdoba, 2010. "Editorial: Corporate Social Responsibility in Latin America," Journal of Business Ethics, Springer, vol. 91(2), pages 167-170, February.
    16. Alan Pomering & Sara Dolnicar, 2009. "Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives?," Journal of Business Ethics, Springer, vol. 85(2), pages 285-301, April.
    17. Grimmer, Martin & Bingham, Timothy, 2013. "Company environmental performance and consumer purchase intentions," Journal of Business Research, Elsevier, vol. 66(10), pages 1945-1953.
    18. Lusk, Jayson L., 2004. "United States and European Consumer Demand for Genetically Modified Food in an Experimental Market," Purdue Agricultural Economics Report 188880, Purdue University, Department of Agricultural Economics.
    19. Peschel, Anne & Grebitus, Carola & Steiner, Bodo & Veeman, Michele, 2016. "How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels," MPRA Paper 69864, University Library of Munich, Germany.
    20. Andrea Stanaland & May Lwin & Patrick Murphy, 2011. "Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 102(1), pages 47-55, August.
    21. 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.
    22. Reinhard Steurer, 2010. "The role of governments in corporate social responsibility: characterising public policies on CSR in Europe," Policy Sciences, Springer;Society of Policy Sciences, vol. 43(1), pages 49-72, March.
    23. Ko, Eunju & Hwang, Yoo Kyung & Kim, Eun Young, 2013. "Green marketing' functions in building corporate image in the retail setting," Journal of Business Research, Elsevier, vol. 66(10), pages 1709-1715.
    24. Park, Jong-Won & Hastak, Manoj, 1994. "Memory-Based Product Judgments: Effects of Involvement at Encoding and Retrieval," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 534-547, December.
    25. 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.
    26. Zhilong Tian & Rui Wang & Wen Yang, 2011. "Consumer Responses to Corporate Social Responsibility (CSR) in China," Journal of Business Ethics, Springer, vol. 101(2), pages 197-212, June.
    Full references (including those not matched with items on IDEAS)

    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. Tahniyath Fatima & Said Elbanna, 2023. "Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework," Journal of Business Ethics, Springer, vol. 183(1), pages 105-121, February.
    3. Shilpee A. Dasgupta & Mayank Bhatia & Upasana Singh & Arghya Ray, 2022. "Impact of CSR on non-financial performance and the mediating role of trust and reputation: Indian manufacturing employees’ perspectives," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 391-412, June.
    4. Andrea Pérez & Ignacio Rodríguez del Bosque, 2013. "Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool," Journal of Business Ethics, Springer, vol. 118(2), pages 265-286, December.
    5. Lee, Seoki & Seo, Kwanglim & Sharma, Amit, 2013. "Corporate social responsibility and firm performance in the airline industry: The moderating role of oil prices," Tourism Management, Elsevier, vol. 38(C), pages 20-30.
    6. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    7. Marcinkowska Elzbieta & Sawicka Joanna, 2023. "Corporate Social Responsibility as a Factor Influencing Purchasing Decisions of Consumers in Central and Eastern Europe," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 281-299.
    8. 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.
    9. Kuang-Hua Hu & Sin-Jin Lin & Jau-Yang Liu & Fu-Hsiang Chen & Shih-Han Chen, 2018. "The Influences of CSR’s Multi-Dimensional Characteristics on Firm Value Determination by a Fusion Approach," Sustainability, MDPI, vol. 10(11), pages 1-12, October.
    10. Madeeha Zafar & Imran Ali, 2016. "The Influence of Corporate Social Responsibility on Employee Commitment: The Mediating Role of Employee Company Identification," Asian Social Science, Canadian Center of Science and Education, vol. 12(12), pages 262-262, December.
    11. Chanin Yoopetch & Suthep Nimsai & Boonying Kongarchapatara, 2022. "Bibliometric Analysis of Corporate Social Responsibility in Tourism," Sustainability, MDPI, vol. 15(1), pages 1-16, December.
    12. Severin J. S. Oeckl & Stephen Morrow, 2022. "CSR in Professional Football in Times of Crisis: New Ways in a Challenging New Normal," IJFS, MDPI, vol. 10(4), pages 1-26, September.
    13. Chomvilailuk, Rojanasak & Butcher, Ken, 2016. "Evaluating the effect of corporate social responsibility communication on mobile telephone customers," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 164-170.
    14. Qingyu Zhang & Sohail Ahmad, 2021. "Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    15. Adrian T. H. Kuah & Yi Xia & Pengji Wang, 2022. "How Do Corporate Social Responsibility Engagements Drive Consumer–Company Identification in Singapore?," Sustainability, MDPI, vol. 14(10), pages 1-23, May.
    16. GORSKI Hortensia & FUCIU Mircea & DUMITRESCU Luigi, 2016. "Corporate Social Responsibility And Marketing Communication," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 68(2), pages 86-106, September.
    17. Natalia Yakovleva & Diego Vazquez-Brust, 2012. "Stakeholder Perspectives on CSR of Mining MNCs in Argentina," Journal of Business Ethics, Springer, vol. 106(2), pages 191-211, March.
    18. Montserrat Boronat-Navarro & José Antonio Pérez-Aranda, 2019. "Consumers’ perceived corporate social responsibility evaluation and support: The moderating role of consumer information," Tourism Economics, , vol. 25(4), pages 613-638, June.
    19. Kelsy Hejjas & Graham Miller & Caroline Scarles, 2019. "“It’s Like Hating Puppies!” Employee Disengagement and Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 157(2), pages 319-337, June.
    20. Hana Hlochova, 2019. "The Origins of CSR In Theory and Practice: Chapter from CSR History In The CEE Region," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 10(4), pages 84-101, December.

    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:jsusta:v:14:y:2022:i:19:p:11946-:d:921691. 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.