IDEAS home Printed from https://ideas.repec.org/a/wly/corsem/v27y2020i1p313-324.html
   My bibliography  Save this article

Corporate social responsibility and consumer's relationship intention

Author

Listed:
  • Marcela Rocha Haase Uhlig
  • Emerson Wagner Mainardes
  • Valcemiro Nossa

Abstract

The study of corporate social responsibility (CSR) in the context of marketing has been increasing in the Brazilian scenario. However, for decision making to be effective in organizations, we need to know consumers' relationship intention in view of the social actions developed. The present study seeks to identify which dimensions of CSR influence consumers' purchase and repurchase intention. Our interest was to observe which dimension of CSR stimulates long‐term relationships between consumers and their suppliers, which is the main novelty of this study. We searched the dimensions of CSR in the literature and discuss the consumer relationship intention with the companies. Thereafter, from the constructs adapted for this research, we performed a study with 544 consumers in Brazil. We analyzed the data through structural equations modeling. The results show that of the four dimensions of CSR (philanthropic, legal, organizational, and ethical), only the philanthropic dimension indicated an influence on consumers' relationship intention with socially responsible companies, which suggests that the Brazilian consumer understands CSR to be synonymous with philanthropy. The main contribution of this study is to note that companies that operate in the CSR philanthropic dimension tend to more easily establish long‐term relationships with their consumers.

Suggested Citation

  • Marcela Rocha Haase Uhlig & Emerson Wagner Mainardes & Valcemiro Nossa, 2020. "Corporate social responsibility and consumer's relationship intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 313-324, January.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:1:p:313-324
    DOI: 10.1002/csr.1807
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/csr.1807
    Download Restriction: no
    File URL: https://libkey.io/10.1002/csr.1807?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Paula Rodrigues & Ana Pinto Borges, 2015. "Corporate social responsibility and its impact in consumer decision-making," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 11(4), pages 690-701, October.
    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. Anat Toder‐Alon & Eyal Rosenstreich & Tali Te'eni Harari, 2019. "Give or take? Consumers' ambivalent perspectives on the relationship between a firm's corporate social responsibility engagement and its responsible tax payments," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 872-884, July.
    4. Ana Nave & João Ferreira, 2019. "Corporate social responsibility strategies: Past research and future challenges," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 885-901, July.
    5. Margaret Griesse, 2007. "The Geographic, Political, and Economic Context for Corporate Social Responsibility in Brazil," Journal of Business Ethics, Springer, vol. 73(1), pages 21-37, June.
    6. Tiziana De Magistris & Teresa Del Giudice & Fabio Verneau, 2015. "The Effect of Information on Willingness to Pay for Canned Tuna Fish with Different Corporate Social Responsibility (CSR) Certification: A Pilot Study," Journal of Consumer Affairs, Wiley Blackwell, vol. 49(2), pages 457-471, July.
    7. repec:eme:srjpps:v:6:y:2010:i:2:p:363-380 is not listed on IDEAS
    8. Barbara Seegebarth & Mathias Peyer & Ingo Balderjahn & Klaus-Peter Wiedmann, 2016. "The Sustainability Roots of Anticonsumption Lifestyles and Initial Insights Regarding Their Effects on Consumers' Well-Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 68-99, March.
    9. Denni Arli & Fandy Tjiptono, 2014. "Does corporate social responsibility matter to consumers in Indonesia?," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 10(3), pages 537-549, July.
    10. Duygu Turker, 2009. "Measuring Corporate Social Responsibility: A Scale Development Study," Journal of Business Ethics, Springer, vol. 85(4), pages 411-427, April.
    11. Eliza Sharma, 2019. "A review of corporate social responsibility in developed and developing nations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 712-720, July.
    12. Monowar Mahmood & Janet Humphrey, 2013. "Stakeholder Expectation of Corporate Social Responsibility Practices: A Study on Local and Multinational Corporations in Kazakhstan," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(3), pages 168-181, May.
    13. Terry Beckman & Alison Colwell & Peggy Cunningham, 2009. "The Emergence of Corporate Social Responsibility in Chile: The Importance of Authenticity and Social Networks," Journal of Business Ethics, Springer, vol. 86(2), pages 191-206, March.
    14. Daniela Abrantes Ferreira & Marcos Gonçalves Avila & Marina Dias de Faria, 2010. "Corporate social responsibility and consumers' perception of price," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 6(2), pages 208-221, June.
    15. Su‐Jung Nam & Hyesun Hwang, 2019. "What makes consumers respond to creating shared value strategy? Considering consumers as stakeholders in sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 388-395, March.
    16. Ying Zhang & Ji Li & Wanxing Jiang & Haomin Zhang & Yanghong Hu & Min Liu, 2018. "Organizational structure, slack resources and sustainable corporate socially responsible performance," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1099-1107, November.
    17. Urša Golob & Klement Podnar & Mateja Kos Koklič & Vesna Zabkar, 2019. "The importance of corporate social responsibility for responsible consumption: Exploring moral motivations of consumers," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 416-423, March.
    18. 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.
    19. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    20. Ailawadi, Kusum L. & Neslin, Scott A. & Luan, Y. Jackie & Taylor, Gail Ayala, 2014. "Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 156-167.
    21. Kumar Ramesh & Raiswa Saha & Susoban Goswami & Sekar & Richa Dahiya, 2019. "Consumer's response to CSR activities: Mediating role of brand image and brand attitude," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 377-387, March.
    22. Linda Golodner, 2016. "Consuming with a Conscience," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(3), pages 492-504, November.
    23. Lei Wang & Heikki Juslin, 2013. "Corporate Social Responsibility in the Chinese Forest Industry: Understanding Multiple Stakeholder Perceptions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(3), pages 129-145, May.
    24. Marco Lerro & Riccardo Vecchio & Francesco Caracciolo & Stefano Pascucci & Luigi Cembalo, 2018. "Consumers' heterogeneous preferences for corporate social responsibility in the food industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1050-1061, November.
    25. Shruti Gupta, 2011. "Consumer stakeholder view of corporate social responsibility: a comparative analysis from USA and India," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 7(3), pages 363-380, August.
    26. 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.
    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. Sylvia López Davis & Longinos Marín Rives & Salvador Ruiz‐de‐Maya, 2021. "Personal social responsibility: Scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 763-775, March.
    2. Emerson Wagner Mainardes & Julio Simão Santos, 2024. "The Effects on Corporate Reputation of Corporate Social Irresponsibility, Philanthropy, and Customer Value Orientation," Corporate Reputation Review, Palgrave Macmillan, vol. 27(4), pages 299-314, November.
    3. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    4. Jesús J. Cambra‐Fierro & J. Alfredo Flores‐Hernández & Lourdes Pérez & Guadalupe Valera‐Blanes, 2020. "CSR and branding in emerging economies: The effect of incomes and education," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2765-2776, November.
    5. Xu, Yong & Zhao, Xin & Wang, Jian & Xie, Peijun, 2023. "Clarifying the dispute of corporate social responsibility: Evidence from green technological innovation," Technology in Society, Elsevier, vol. 75(C).
    6. Qiaowen Zhang & Annalien de Vries, 2022. "Seeking Moral Legitimacy through Corporate Social Responsibility: Evidence from Chinese Manufacturing Multinationals," Sustainability, MDPI, vol. 14(9), pages 1-21, April.
    7. 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.
    8. Hsiu‐Hua Chang & Wei‐Jen Chuang, 2021. "Encourage stakeholder engagement in sustainable development: Drivers of consumers themselves benefits and society welfares," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 748-762, March.
    9. Verónica Baena, 2024. "The shift from fast fashion to socially and sustainable fast fashion: The pivotal role of ethical consideration of consumer intentions to purchase Zara," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(5), pages 4315-4328, September.
    10. Maria Krechowicz & Katarzyna Kiliańska, 2021. "Risk and Opportunity Assessment Model for CSR Initiatives in the Face of Coronavirus," Sustainability, MDPI, vol. 13(11), pages 1-22, May.
    11. James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
    12. Weiwei Wu & Jian Shi & Yexin Liu, 2024. "The impact of corporate social responsibility in technological innovation on sustainable competitive performance," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    13. Muhammad Mubushar & Shahid Rasool & Muhammad Imtiaz Haider & Roberto Cerchione, 2021. "The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1906-1920, November.

    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. 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.
    2. Constanza Bianchi & Valentina Reyes & Veronica Devenin, 2020. "Consumer motivations to purchase from benefit corporations (B Corps)," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1445-1453, May.
    3. Khawaja Fawad Latif & Aymen Sajjad, 2018. "Measuring corporate social responsibility: A critical review of survey instruments," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1174-1197, November.
    4. 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.
    5. Jesús J. Cambra‐Fierro & J. Alfredo Flores‐Hernández & Lourdes Pérez & Guadalupe Valera‐Blanes, 2020. "CSR and branding in emerging economies: The effect of incomes and education," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2765-2776, November.
    6. Chia-Hung Lee & Pei-Ing Wu & Je-Liang Liou & Shou-Lin Yang, 2022. "The Monetary Value of Corporate Social Responsibility: The Impact of Tea Trees Growing Project between Corporates and Taiwan’s Aboriginal Farmers on Consumers," Sustainability, MDPI, vol. 14(13), pages 1-18, July.
    7. Md. Abdul Kaium Masud & Md. Harun Ur Rashid & Tehmina Khan & Seong Mi Bae & Jong Dae Kim, 2019. "Organizational Strategy and Corporate Social Responsibility: The Mediating Effect of Triple Bottom Line," IJERPH, MDPI, vol. 16(22), pages 1-18, November.
    8. Macca, Luca Simone & Ballerini, Jacopo & Santoro, Gabriele & Dabić, Marina, 2024. "Consumer engagement through corporate social responsibility communication on social media: Evidence from Facebook and Instagram Bank Accounts," Journal of Business Research, Elsevier, vol. 172(C).
    9. Pui-Sze Chow & Ailie K.Y. Tang & Amy C.Y. Yip, 2016. "Scale Development and Operationalization of Social Responsibility Constructs: An ISO 26000 Context," Business and Economic Research, Macrothink Institute, vol. 6(2), pages 156-175, December.
    10. 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.
    11. Khizar Hayat & Zhu Jianjun & Hashim Zameer & Shahid Iqbal, 2020. "Understanding the influence of corporate social responsibility practices on impulse buying," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1454-1464, May.
    12. Jinhua Li & Fang Zhang & Shiwei Sun, 2019. "Building Consumer-Oriented CSR Differentiation Strategy," Sustainability, MDPI, vol. 11(3), pages 1-14, January.
    13. Mario Morales-Parragué & Luis Araya-Castillo & Fidel Molina-Luque & Hugo Moraga-Flores, 2022. "Scientometric Analysis of Research on Corporate Social Responsibility," Sustainability, MDPI, vol. 14(4), pages 1-22, February.
    14. Alessandra De Chiara, 2020. "Sustainable Business Model Innovation vs. “Made in” for International Performance of Italian Food Companies," Agriculture, MDPI, vol. 11(1), pages 1-17, December.
    15. Santhiya Ramasamy & Karpal S. Dara Singh & Azlan Amran & Mehran Nejati, 2020. "Linking human values to consumer CSR perception: The moderating role of consumer skepticism," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1958-1971, July.
    16. Xie, Quan & Wang, Tianjiao (Grace), 2022. "Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR," Journal of Business Research, Elsevier, vol. 148(C), pages 315-324.
    17. Tian Zeng & Anne‐Françoise Audrain‐Pontevia & Fabien Durif, 2021. "Does corporate social responsibility affect consumer boycotts? A cost–benefit approach," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 796-807, March.
    18. Chang‐Hyun Jin, 2018. "The effects of creating shared value (CSV) on the consumer self–brand connection: Perspective of sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1246-1257, November.
    19. Kaur, Puneet & Talwar, Shalini & Madanaguli, Arun & Srivastava, Shalini & Dhir, Amandeep, 2022. "Corporate social responsibility (CSR) and hospitality sector: Charting new frontiers for restaurant businesses," Journal of Business Research, Elsevier, vol. 144(C), pages 1234-1248.
    20. Alejandro Alvarado-Herrera & Enrique Bigne & Joaquín Aldas-Manzano & Rafael Curras-Perez, 2017. "A Scale for Measuring Consumer Perceptions of Corporate Social Responsibility Following the Sustainable Development Paradigm," Journal of Business Ethics, Springer, vol. 140(2), pages 243-262, January.

    More about this item

    Statistics

    Access and download statistics

    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:wly:corsem:v:27:y:2020:i:1:p:313-324. 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: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)1535-3966 .

    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.