The Impact of Minority Shareholders on Firm’s Corporate Social Responsibility Activities

Kim, Na-Youn; Hwang, Kookjae

doi:10.31507/kjmar.2018.08.18.2.147

Cited by 1 publication

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“…Another more recent definition comes from the International Organization for Standardization (ISO). They define CSR as the firms' decision-making in accordance with transparent and ethical behavior and the responsibility of the firm to consider the impact of the organization's decisions and activities on both society and the environment [17]. It is even viewed as the company's "status and activities with respect to or responsiveness to its perceived societal obligations" [5] (p. 68).…”

Section: Corporate Social Responsibilitymentioning

confidence: 99%

Inner-Self vs. Outer-Self and Socially Responsible Product Consumption

2020

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This paper investigates how two fundamental consumer characteristics, self-esteem (inner-self) and status seeking (outer-self), influence consumers’ purchasing behaviors of CSR (Corporate Social Responsibility) products via two mediating effects: brand image and self-enhancement. In particular, we analyze these effects in two different CSR domains: environmental and social. By doing so, we are able to verify the underlying mechanisms of how different types of consumers respond to various CSR promotions. We propose a distinctive CSR consumption model incorporating both inner-self and outer-self components. We collected data from two countries, the US and China, using two commonly used online survey platforms: Amazon M-Turk and Loop Information Technology. Using structural equation modeling, our analysis in the environmental domain revealed that both inner-self and outer-self components play a significant role in consumers’ desire to purchase CSR products. Additionally, this process is mediated by the brand image of the firm and the tendency to enhance self-value. Interestingly, we found that in the social domain, self-enhancement mediated consumer characteristics and purchasing behavior of CSR product, whereas brand image did not. This indicates that environmental CSR activities increase brand value and its impact on purchase intention, while social CSR activities do not. Additionally, we found similar patterns for both US and Chinese consumers.

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Section: Corporate Social Responsibilitymentioning

confidence: 99%