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Corporate Social Responsibility Communication and Consumer Gender

In: Handbook of Integrated CSR Communication

Author

Listed:
  • Heribert Gierl

    (University of Augsburg)

  • Tanja Schneider

    (University of Augsburg)

Abstract

We investigate the role of the consumer gender in CSR communication. Based on Gilligan’s work stating that female individuals are more care-oriented whereas male individuals are more justice-oriented we analyze whether female consumers respond more favorably to care-oriented and male consumers respond more favorably to justice-oriented CRS activities. Moreover, we posit that these gender-specific preferences for CSR activities spill over onto brand evaluations when communication formats are used that do not contain intense product-related information. In our study, we found that male consumers’ brand attitudes are positively affected by justice-related CSR activities if ads are used for communication that focus on CSR-related information. Moreover, we show that females’ brand attitudes are positively influenced by care-related CSR activities independently of the medium used for CSR communication.

Suggested Citation

  • Heribert Gierl & Tanja Schneider, 2017. "Corporate Social Responsibility Communication and Consumer Gender," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 433-448, Springer.
    • Handle: RePEc:spr:csrchp:978-3-319-44700-1_24
    DOI: 10.1007/978-3-319-44700-1_24
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