The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior
AbstractAlthough 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
Scifeed alert for new publicationsNever miss any articles matching your research from any publisher
- Get alerts for new papers matching your research
- Find out the new papers from selected authors
- Updated daily for 49'000+ journals and 6000+ publishers
- Define your Scifeed now
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.
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(8):815.Chicago/Turabian Style
Giménez García-Conde, Miguel; Marín, Longinos; Ruiz de Maya, Salvador. 2016. "The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior." Sustainability 8, no. 8: 815.
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.