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exploring the differences of CSR and CSE activities on consumer attributions and responses
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Resumo(s)
The following directed research project analyzes how different sustainability efforts of an organization
influence consumers’ responses in an industry, which faces high controversy. The study tested shows
how two different high fit sustainability endeavors, namely high fit Corporate Social Responsibility
(CSR) activities and Corporate Social Entrepreneurship (CSE), affect the way consumers’ attributions
are being made with regard to the company’s motive. With data gathered from surveying 156
participants, the study provides evidence that CSR as well as CSE programs stimulate values-driven
attributions which positively affect consumers’ trust, corporate reputation and corporate image. Lastly,
theoretical and managerial implications of the study are discussed and future research suggestions
provided.
Descrição
Palavras-chave
Corporate Social Responsibility Corporate Social Entrepreneurship consumers’ attributions consumers’ responses