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The Impact of Corporate Social Responsibility Activities on the Consumer Purchasing Situation
Authors:Asle Fagerstrøm  Jeanine P Stratton  Gordon R Foxall
Institution:1. Westerdals—Oslo School of Arts, Communication and Technology, Oslo, Norwayasle.fagerstrom@westerdals.no;3. Furman University, Greenville, South Carolina, USA;4. Cardiff Business School, Cardiff University, Cardiff, United Kingdom
Abstract:To explore the impact of corporate social responsibility (CSR) activities on the consumer purchasing situation, we arranged a scenario where participants (n = 451) purchased workout clothes. The results (r = 0.996, p = 0.000) show that (1) relative to other relevant marketing activities, CSR activity was not the most salient antecedent stimulus, (2) general CSR activities may have a lower impact on purchasing behavior than more specific CSR activities, (3) some CSR activities may have a negative impact on purchasing behavior, and (4) CSR activities may have a different impact on different segments. We propose that the impact of CSR can be understood as rule-governed behavior situated in the consumer’s situation. A functional understanding of the impact of CSR on the purchasing situation could help companies to develop more effective marketing campaigns and, in addition, maintain activities that benefit not only the company but also society as a whole.
Keywords:augmentals  consumer purchasing behavior  corporate social responsibility  motivating operations  rule-governed behavior
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