Corporate Socially Responsible Initiatives and Their Effects on Consumption of Green Products

By Simona Romani, S. Grappi, Richard P. Bagozzi. 2016

188 citations recorded by the source corpus.

Corporate social responsibility (CSR) research has focused often on the business returns of corporate social initiatives but less on their possible social returns. We study an actual company–consumer partnership CSR initiative promoting ecologically correct and conscious consumption of bottled mineral water. We conduct a survey on adult consumers to test the hypotheses that consumer skepticism toward the company–consumer partnership CSR initiative and the moral emotion of elevation mediate the relationship between company CSR motives perceived by consumers and consumer behavioral responses following this CSR initiative. Favorable consumer behavioral responses, in turn, relate positively to consumer support of other green products. The results provide scholars and managers with means of improving their understanding and handling of company–consumer partnership CSR initiatives.

Subfields: Management, Monitoring, Policy and Law, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/c42fc012bbedb48f8ea1dfeb5b520148511d8423

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In Strategy and Management

1. A. Thomson
2. Jason T. Siegel
3. R. Diessner
4. Rico Pohling

Citations in the corpus

• Moral Elevation and Moral Beauty: A Review of the Empirical Literature (2016, background): “These responses were then related to positive consumer support of other green products of the company (Romani et al., 2016).”
• Elevation: A review of scholarship on a moral and other-praising emotion (2017, background): “Beyond help-seeking, experiences of elevation have been linked to increased altruism, courtesy, and commitment in the workplace (Vianello et al., 2010), support for environmentally green products (Romani et al., 2014), and increased organ donor registration behavior (Blazek & Siegel, 2016).”