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Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values

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  • Simona Romani
  • Silvia Grappi
  • Richard Bagozzi

Abstract

Although a lot of research establishes consumer reactions to corporate social responsibility (CSR), little is known about the theoretical mechanisms for these reactions. We conduct a field experiment with adult consumers to test the hypothesis that the effects of perceived CSR on consumer reactions are mediated by felt gratitude and moderated by the magnitude of altruistic values held by consumers. Two classes of consumer reactions are considered: intentions to (1) say positive things about the company, and (2) participate in advocacy actions benefiting the company. Copyright Springer Science+Business Media B.V. 2013

Suggested Citation

  • Simona Romani & Silvia Grappi & Richard Bagozzi, 2013. "Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values," Journal of Business Ethics, Springer, vol. 114(2), pages 193-206, May.
    • Handle: RePEc:kap:jbuset:v:114:y:2013:i:2:p:193-206
    DOI: 10.1007/s10551-012-1337-z
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    References listed on IDEAS

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