The impact of perceived corporate social responsibility on consumer happiness and brand admiration

Abstract

PurposeThis study examines the effect of perceived corporate social responsibility (CSR) on consumer happiness and brand admiration as a consequence of consumer happiness. It suggests an original conceptual model that investigates perceived CSR, ethical consumption and hope as antecedents of consumer happiness.Design/methodology/approachThe study followed a quantitative approach. A face-to-face survey was conducted to examine the conceptual model. Data were analyzed with partial least squares structural equation modeling (PLS-SEM).FindingsHope and perceived CSR significantly influence consumer happiness. Consumer happiness is a significant antecedent of brand admiration. Although consumers' ethical position (idealism and relativism) is linked to ethical consumption, ethical consumption does not influence consumer happiness. Idealism and relativism are insignificant in moderating the perceived CSR–consumer happiness relationship.Practical implicationsBrands' CSR actions create a positive atmosphere and contribute to consumer happiness and brand admiration. Managers can emphasize happiness and hope in CSR programs to build stronger consumer relationships. CSR activities can be engaging for consumers regardless of their ethical consumption levels.Originality/valueAlthough CSR, consumer happiness and their impacts on consumer–brand relationships are crucial, previous studies mainly focused on the organizational perspective and employee emotions regarding CSR. This study focused on consumer happiness in the CSR context and tested a conceptual model that revealed the significant relationships between hope, perceived CSR, consumer happiness and brand admiration. It extended previous findings by showing the direct positive impact of perceived CSR on consumer happiness.

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“…Tosun and Tavşan (2024) explored the impact of perceived CSR on consumer happiness and brand admiration, introducing a conceptual model and conducting a survey to analyze the relationships. The findings explain the significant influence of perceived CSR and hope on consumer happiness, which, in turn, affects brand admiration.…”

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“…In the perceived CSR manipulation experiment, this study draws on the experimental design of Sen and Bhattacharya (2001) to establish three conditions: positive CSR information, negative CSR information and no CSR information (control group). According to Dong and Li (2021), the role of public welfare charity behavior in promoting the comprehensive evaluation of brands and purchase willingness is the most significant in corporate social behavior. Therefore, the CSR scene design of this study mainly contains positive, negative or no charity information about the company.…”