Mediating and Mutual Effects of Trust and Identity between CSR and CSV

CSV is considered an advanced concept, connecting firm success with social progress, thus differentiating itself from traditional CSR, which ultimately focuses on creating corporate profits. Customer identification and trust toward an organization are considered exceptional interpreters of firm success, leading to support and sustained growth for the firm. For this reason, the factors contributing to creating shared value are of importance to both industry specialists and academics alike. This study examines which antecedent variables, including CSR, trust, and identity, will strongly influence CSV to participating visitors in co-creating shared value with exhibition organizers. Additionally, this study aims to identify dual mediating roles of trust and identity in the relationship between CSR and CSV. A total of 300 self-administered questionnaires were distributed to visitors attending ‘Leisure Exhibition Week’ in Daegu, South Korea, recording an 89.3% response rate. The results of the study show that CSR has a positive influence on both trust and CSV, but not identity. Trust showed a statistically significant impact on CSV; however, identity had no impact on CSV. This study also measured both the mutual and mediating effects of trust and identity between CSR and CSV. Finally, the results of this study will provide exhibition stakeholders with an insight into the sustainable growth of the industry.