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Insights into the Impact of CSR Communication Source on Trust and Purchase Intention

In: Handbook of Integrated CSR Communication

Author

Listed:
  • Ulrike Krisch

    (Alpen-Adria-Universität Klagenfurt)

  • Sonja Grabner-Kräuter

    (Alpen-Adria-Universität Klagenfurt)

Abstract

The communication of “green CSR activities” offers companies the possibility to enhance consumer trust and increase consumers’ purchase intentions for their products. However, research on different sources and types of CSR communication is still scarce and little is known about the influence of these on trust and purchase intention outside of the Western world. In this article we explore the influence of different types of communication about environmental CSR activities on consumer trust and purchase intention in the context of Hong Kong consumers. We suggest that although positive CSR communication both in the form of advertising and publicity will have a beneficial effect on consumer trust and purchase intention, there will be a significant difference between these different types of CSR communication sources.

Suggested Citation

  • Ulrike Krisch & Sonja Grabner-Kräuter, 2017. "Insights into the Impact of CSR Communication Source on Trust and Purchase Intention," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 449-469, Springer.
    • Handle: RePEc:spr:csrchp:978-3-319-44700-1_25
    DOI: 10.1007/978-3-319-44700-1_25
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