The impact of corporate social irresponsibility on prosocial consumer behavior

IF 9.5 1区 管理学 Q1 BUSINESS
Sumin Kim, Hongwei He, Anders Gustafsson
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Abstract

Corporate social irresponsibility (CSI) refers to violations of the social contract between corporations and society. Existing literature documents its tendency to evoke negative consumer responses toward the firm involved, including unethical consumer behaviors. However, limited research attention deals with its potential impacts on prosocial consumer behavior. With six studies, the current research reveals that when consumers perceive harm due to CSI, they engage in more prosocial behavior due to the arousal of their anger. This effect is weaker among consumers who find the focal CSI issue more personally relevant but stronger among consumers with strong self-efficacy for promoting justice. Perceptions of CSI harm increase with the degree of control that the focal firm has over the CSI. This research thus establishes an effect of CSI harm on prosocial consumer behaviors, through the emotional mechanism of anger; it further shows that consumers seek to restore justice by engaging in prosocial behaviors.

Abstract Image

企业不承担社会责任对消费者亲社会行为的影响
企业不负社会责任(CSI)是指企业与社会之间的社会契约遭到违反。现有文献记载,企业不承担社会责任往往会引起消费者对相关企业的负面反应,包括不道德的消费行为。然而,关于其对亲社会消费者行为的潜在影响的研究却十分有限。通过六项研究,目前的研究显示,当消费者认为 CSI 造成伤害时,他们会因愤怒而采取更多的亲社会行为。这种影响在那些认为 CSI 焦点问题与个人关系更密切的消费者中较弱,但在那些对促进正义有较强自我效能感的消费者中较强。随着焦点企业对 CSI 的控制程度增加,对 CSI 危害性的感知也会增加。因此,这项研究通过 "愤怒 "这一情绪机制,确定了企业社会责任伤害对消费者亲社会行为的影响;研究进一步表明,消费者通过参与亲社会行为来寻求恢复正义。
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来源期刊
CiteScore
30.00
自引率
7.10%
发文量
82
期刊介绍: JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.
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