How Temporal Order of Inconsistent CSR Information Affects Consumer Perceptions?
Abstract
:1. Introduction
2. Literature Review
2.1. CSR and Studies on Corporate Hypocrisy
2.2. Effects of Temporal Order of a CSR Initiative and a Crisis on Consumer Perception of Corporate Hypocrisy with Issue Congruence as a Moderator
2.3. Effects of Temporal Order of a CSR Initiative and a CSR Crisis on Consumer Cognitive Dissonance with Issue Congruence as a Moderator
2.4. Relationship between Perceived Corporate Hypocrisy and Consumer Cognitive Dissonance
2.5. Effects of Cognitive Dissonance and Perceived Corporate Hypocrisy on Corporate Reputation
3. Research Methods
3.1. Data Collection
- “I think company H’s incident of burning down unsold clothes and its post of commitment to environment protection are related to same social issue”
- “Company H’s incident of burning down unsold clothes relates to its post of commitment to environment protection”
- “Company H’s incident of burning down unsold clothes is a fit with company H’s post of commitment to environment protection”
- “Company H’s incident of burning down unsold clothes is similar with company H’s post of commitment to environment protection”
- “Company H’s incident of burning down unsold clothes represents a good match with company H’s post of commitment to environment protection”.
3.2. Measures
3.2.1. Cognitive Dissonance
3.2.2. Perceived Corporate Hypocrisy
3.2.3. Corporate Reputation
4. Results
4.1. Manipulation Check
4.2. Hypothesis Testing
5. Conclusions
5.1. Theoretical and Managerial Implications
5.2. Limitations and Future Research Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
References
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Variables | M | SD | α | 1 | 2 | 3 |
---|---|---|---|---|---|---|
1. Cognitive dissonance | 4.859 | 1.114 | 0.784 | 1 | ||
2. Corporate hypocrisy | 4.908 | 1.089 | 0.795 | 0.476 ** | 1 | |
3. Corporate reputation | 3.264 | 1.374 | 0.829 | −0.344 ** | −0.373 ** | 1 |
Experimental Condition | Cognitive Dissonance | Corporate Hypocrisy | |
---|---|---|---|
Congruence | Temporal Order | ||
Congruent | Proactive | 5.650 (0.130) | 5.607 (0.129) |
Congruent | Reactive | 4.539 (0.131) | 4.656 (0.130) |
Incongruent | Proactive | 4.483 (0.131) | 4.517 (0.130) |
Incongruent | Reactive | 4.747 (0.133) | 4.839 (0.133) |
p (PES) | p (PES) | ||
Temporal order | 0.001 (0.042) | 0.017 (0.024) | |
Congruence | 0.000 (0.054) | 0.001 (0.049) | |
Temporal order × Congruence | 0.000 (0.104) | 0.000 (0.092) |
Effect. | Path | β | SE | t | LLCI | ULCI |
---|---|---|---|---|---|---|
Direct effect | Cognitive dissonance → Corporate reputation | −0.2651 | 0.0829 | −3.1972 ** | −0.4284 | −0.1017 |
Indirect effect | Cognitive dissonance → Corporate hypocrisy | 0.4650 | 0.0558 | 8.3266 *** | 0.3550 | 0.5750 |
Corporate hypocrisy →Corporate reputation | −0.3410 | 0.0848 | −4.0206 *** | −0.5082 | −0.1739 | |
Cognitive dissonance → Corporate hypocrisy → Corporate reputation | −0.2499 | −0.0736 | ||||
Total effect | Cognitive dissonance → Corporate reputation | −0.4237 | 0.0752 | −5.6321 *** | −0.5719 | −0.2755 |
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Xu, J.; Han, E.-K. How Temporal Order of Inconsistent CSR Information Affects Consumer Perceptions? Sustainability 2021, 13, 4292. https://doi.org/10.3390/su13084292
Xu J, Han E-K. How Temporal Order of Inconsistent CSR Information Affects Consumer Perceptions? Sustainability. 2021; 13(8):4292. https://doi.org/10.3390/su13084292
Chicago/Turabian StyleXu, Juhua, and Eun-Kyoung Han. 2021. "How Temporal Order of Inconsistent CSR Information Affects Consumer Perceptions?" Sustainability 13, no. 8: 4292. https://doi.org/10.3390/su13084292