Corporate Social Responsibility: Study in Companies in the State of Sao Paulo

Virtual CSR co-creation activities have become effective strategic tools for enterprises to promote green consumption. The research objective of the current study is to find out whether the experience value acquired by users in the process of virtual CSR co-creation leads to pro-social behavior, namely, the willingness to purchase green products. This empirical study introduces a moderated mediation effect model with virtual CSR co-creation and self-construal as independent variables. Environmental involvement was introduced as a moderator in the research model, whereas the virtual community identity was introduced as a mediator. A scenario simulation experiment was conducted to explore the mechanism of the virtual CSR co-creation on customers’ green product purchase intention. The results indicate that the virtual CSR co-creation promoted the customers’ green product purchase intention. The virtual CSR co-creation and self-construal have an interactive effect on green product purchase intention. Environmental involvement plays a moderating role in the interactive effect. The virtual community identity partially mediates this interactive effect, thus impacting consumers’ green products purchase intentions indirectly. The research findings provide a new practical path for enterprises to develop target strategies to promote green consumption.

Section: Introductionmentioning

confidence: 99%

Influence of Virtual CSR Co-Creation on the Purchase Intention of Green Products under the Heterogeneity of Experience Value

Sun

Obrenovic

2022

“…Employees will feel more pride in the company when they have internal communication about CSR as it will improve their knowledge regarding the acts of CSR initiatives their company engages in. Organisations that have good internal communication about CSR reap more positive outcomes [36,37]. The way CSR news is announced also has an impact on employees [38].…”

Section: Hypothesis 2 (H2) Organisational Pride Mediates the Relation...mentioning

confidence: 99%

CSR Communication Matters! An Examination of CSR, Organisational Pride, and Task-Related Pro-Environmental Behaviour Nexus

Fatima,

Badar,

Waqas

et al. 2023

Corporate Social Responsibility (CSR) has many positive outcomes, yet how and when its impacts employees’ green behaviour is still to be examined. This research tested the effect of CSR initiatives on the Task Pro-environmental behaviour (TPB) of employees via the mediating role of organisational pride. Moreover, the role of CSR communication was considered as a moderator in CSR and pride relationships. The study was based on two theories: Social Identity Theory and Signalling Theory. The investigation was quantitative and based on the data collected at three points of time, i.e., T1 = CSR and internal CSR communication, T2 = organisational pride, and T3 = TPB with a one-week time lag from banking sector employees. 500 questionnaires were distributed, of which 361 responded, forming a response rate of 72.2%. The analysis was done using PROCESS mediation and moderation models. The results affirmed a positive relationship between CSR and organisational pride and also its subsequent impact on TBP. The moderating role of internal CSR communication between CSR and organisational pride was also supported. In addition, the indirect moderating role of internal CSR communication was also established between CSR and TPB via organisational pride.

“…CSR-based associations deal with consumers' self-actualization because it is one of the ways to achieve the desire to be good that goes beyond self-interest [26]. An alternative view is an instrumental approach toward CSR that considers and measures the importance of ethical behavior from the corporate perspective rather than a societal point of view [25,26]. Consumer trust in a CSR program is defined as the expectation that the consumer has towards a company that is willing to fulfill its obligation to society [27].…”

Section: Csr and Trustmentioning

confidence: 99%

An Integrative Framework to Explore Corporate Ability and Corporate Social Responsibility Association’s Influence on Consumer Responses in the Banking Sector

Fatma

Khan

2023

In response to the rising attention being given to corporate social responsibility (CSR) activities in the marketplace, this study aims to explain how corporate ability in terms of CSR initiatives influences consumer attitudinal (trust) and behavioral (purchase intention and word of mouth (WOM)) outcomes in the context of the Indian retail banking industry. The data for the study were taken from banking customers through a survey administered in the bank branch during working hours. Non-probabilistic convenience sampling is used to target the respondents. The 357 completed questionnaires taken from the respondents were analyzed using confirmatory factor analysis and structural equation modeling. The findings show the strong influence of CSR on consumer trust, which leads to positive word of mouth and purchase intentions. The findings provide an important insight into consumer behavior, how they form their attitude and make judgments towards the company, and also allow the companies to design better strategies for consumers that prove to be profitable in the long run. This study has implications for banks, as the practical significance of the study is that managers can learn to understand the relevance of CSR in marketing, and the proposed model of this study will help in assessing the effectiveness of CSR initiatives in relation to consumer responses.