Next Article in Journal
Effects of Understory Liana Trachelospermum jasminoides on Distributions of Litterfall and Soil Organic Carbon in an Oak Forest in Central China
Previous Article in Journal
Effect of National-Scale Afforestation on Forest Water Supply and Soil Loss in South Korea, 1971–2010
Article Menu
Issue 6 (June) cover image

Export Article

Open AccessArticle
Sustainability 2017, 9(6), 1016; doi:10.3390/su9061016

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

Department of Economics and Management, Faculty of Social Sciences, The John Paul II Catholic University of Lublin, al. Racławickie 14, 20-950 Lublin, Poland
Received: 8 March 2017 / Revised: 24 May 2017 / Accepted: 8 June 2017 / Published: 13 June 2017
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
View Full-Text   |   Download PDF [363 KB, uploaded 13 June 2017]   |  

Abstract

The marketing literature suggests that company-cause fit is of key importance to developing a successful socially responsible initiative. However, controversy exists regarding the level of this fit. While some studies report that high fit between a company and a cause has beneficial effects on consumer responses to such efforts, other research identifies negative impacts. This paper aims to obtain a deeper insight into this issue by examining the moderating role of company involvement in a cause. A meta-analysis of 51 experimental studies, yielding a total sample size of 11,335 subjects, shows that company-cause fit influences consumer responses to CSR initiatives most positively when a company with a positive reputation is highly involved in a cause, that is, when the company donates at least products. If such a company provides its beneficiary with only monetary contributions (i.e., low involvement), the effects of fit are significantly less influential. View Full-Text
Keywords: company-cause fit; company involvement; corporate social responsibility; meta-analysis; consumer responses to CSR company-cause fit; company involvement; corporate social responsibility; meta-analysis; consumer responses to CSR
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

Scifeed alert for new publications

Never 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

SciFeed Share & Cite This Article

MDPI and ACS Style

Zasuwa, G. The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review. Sustainability 2017, 9, 1016.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top