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Sustainability 2016, 8(8), 815; doi:10.3390/su8080815

The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior

Department of Marketing, University of Murcia, Murcia 30100, Spain
These authors contributed equally to this work.
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Author to whom correspondence should be addressed.
Academic Editor: Marc A. Rosen
Received: 7 July 2016 / Revised: 10 August 2016 / Accepted: 15 August 2016 / Published: 18 August 2016
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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Abstract

Although research has theoretically and empirically linked corporate social responsibility (CSR) to consumer responses, understanding the different paths that link CSR to loyalty is still limited. A new pathway for this understanding comes from the idea that generative consumers, or those committed to the well-being of future generations, may be inclined to patronize companies engaged in CSR activities. This research addresses the question of how consumer generativity moderates the effect of CSR on consumer behavior through two studies. Study 1 shows how generativity influences purchase intention. Study 2 demonstrates that while a company’s commitment to CSR affects both generative and nongenerative consumers, the effect is greater for the former. This moderating role of generativity of the effect of CSR on purchase intention suggests the utility of considering generativity as a relevant consumer segmentation criterion. View Full-Text
Keywords: CSR; sustainability; generativity; consumer behavior CSR; sustainability; generativity; consumer behavior
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Giménez García-Conde, M.; Marín, L.; Ruiz de Maya, S. The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior. Sustainability 2016, 8, 815.

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