Next Article in Journal
Urbanization and Its Effects on Industrial Pollutant Emissions: An Empirical Study of a Chinese Case with the Spatial Panel Model
Previous Article in Journal
Drought Risk Assessment Based on Vulnerability Surfaces: A Case Study of Maize
Article Menu

Export Article

Open AccessArticle
Sustainability 2016, 8(8), 815;

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.
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)
Full-Text   |   PDF [660 KB, uploaded 18 August 2016]   |  


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

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).

Share & Cite This Article

MDPI and ACS Style

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.

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



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