When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification

Abstract

This study aims to investigate the effects of customers' perception of corporate social responsibility (CSR) on their CSR participation intention via customer–company identification (C–C identification). The authors also examine how CSR credibility strengthens the customers' CSR perception–C–C identification relationship and the indirect relationship between CSR perception and CSR participation intention through C–C identification. We conducted a survey of 567 South Korean bank customers and performed structural equation modeling to test our hypotheses. C–C identification partially mediated the relationship between customers' CSR perception and CSR participation intention. The positive association between customers' CSR perception and C–C identification was more pronounced when CSR credibility was higher than when it was lower. CSR credibility further moderated the indirect effect of customers' CSR perception and CSR participation intention through C‐C identification. This study deepens CSR research by showing how a cognitive CSR perception leads to a behavioral CSR participation based on a research model.

Strategic CSR‐brand fit and customers’ brand passion: Theoretical extension and analysis

“…Customers’ relatedness needs satisfaction is better captured by CSR‐brand fit when CCI is high than for a low CCI. These results are in line with prior research which suggests that when customers highly identify with the firms, they strongly experience a sense of belongingness and competence from the firms’ CSR initiatives (Hur et al, 2020; Yang et al, 2019).…”

Above and beyond? How businesses can drive sustainable development by promoting lasting pro‐environmental behaviour change: An examination of the IKEA Live Lagom project

“…Retailer can extend their business strategies by actively supporting them to consume better and less, something recently labelled as ‘extended eco‐efficiency’ and 'extended eco‐sufficiency' respectively (Heikkurinen et al, 2019). The findings also support previous suggestions that effective communication of sustainable business activities can lead to improvements in customers' perception of the respective business (Cuesta‐Valiño, Rodríguez, & Núñez‐Barriopedro, 2019; Mukonza & Swarts, 2019) and strengthen a customer–company identification (Elf et al, 2019; Hur, Moon, & Kim, 2020). Practically, our findings suggest that sustainability approaches applied by businesses should go beyond their traditional boundaries (Heikkurinen et al, 2019; Searcy, 2016).…”

Corporate social responsibility and brand passion among consumers: Theory and evidence

“…CSR builds a reputation in the minds of consumers that the organization is honest and reliable; therefore, consumers start to perceive that such organizations offer brands that are superior in quality to those who do not practice CSR (Ghauri et al, 2015). Organizations practicing CSR are perceived as having a good reputation (Hur et al, 2020) and consumers will tend to purchase the brands of such organizations. Research by Becker‐Olsen, Cudmore, and Hill (2006); Vallaster, Lindgreen, and Maon (2012) reported that consumers do not support the products and offerings of organizations they perceive as irresponsible.…”

“…Similarly, Albert et al (2013); Jillapalli and Wilcox (2010) reported trust as a stronger mediator of consumers' brand passion and professor brand advocacy, respectively. In light of the above‐integrated research on CSR (Ali, Frynas, & Mahmood, 2017; Hou, 2019; Hur, Moon, & Kim, 2020) with brand attachment and brand trust as a motivator of consumer–brand relationships (Frasquet, Molla Descals, & Ruiz‐Molina, 2017; Gilal, Zhang, Gilal, & Gilal, 2020c; Lacœuilhe & Belaïd, 2007; Louis & Lombart, 2010), the present study examines brand attachment and brand trust as two emotional drivers of consumer brand passion.…”