The Importance of Philanthropic Corporate Social Responsibility and Its Impact on Attitude and Behavioral Intentions: The Moderating Role of the Barista Disability Status
1
The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143–747, Korea
2
School of Hotel and Tourism Management, Youngsan University, 142 Bansong Beltway, Busan 48015, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(15), 6235; https://doi.org/10.3390/su12156235
Received: 6 July 2020 / Revised: 16 July 2020 / Accepted: 30 July 2020 / Published: 3 August 2020
(This article belongs to the Special Issue Sustainable Management in Tourism and Hospitality Setting)
Despite the increased attention to corporate social responsibility and employment of disabled people worldwide, there is insufficient evidence about the effect of these interrelated initiatives on the formation of consumer behavior. To fill this gap, this study was designed to understand consumers’ responses with respect to such activities in the coffee industry. More specifically, this study proposed that philanthropic corporate social responsibility (PCSR) aids to enhance attitude which subsequently increases behavioral intentions. In addition, this study examined the moderating role of barista disability status in the relationship between PCSR and attitude. The quantitative approach was used to examine hypotheses, and data were collected from the following two types of Starbucks: (1) Starbucks where disabled baristas provide services and (2) Starbucks where non-disabled baristas provide services. The results of data analysis showed that PCSR positively affects attitude, which in turn has a positive influence on intentions to use, word-of-mouth intentions, and willingness to pay more. Lastly, the moderating role of barista disability status was identified. Based on the findings, discussions involved theoretical and managerial implications of this study that include the encouragement of hiring people with disabilities in the coffee shops.
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Keywords:
philanthropic corporate social responsibility; attitude toward using a brand; intentions to use; word-of-mouth intentions; willingness to pay more; barista disability status
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MDPI and ACS Style
Hwang, J.; Kim, J.J.; Lee, S. The Importance of Philanthropic Corporate Social Responsibility and Its Impact on Attitude and Behavioral Intentions: The Moderating Role of the Barista Disability Status. Sustainability 2020, 12, 6235.
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