Effects of CSR Messages on Apparel Consumers’ Word-of-Mouth: Perceived Corporate Hypocrisy as a Mediator

IF 2.4 4区 管理学 Q3 BUSINESS Clothing and Textiles Research Journal Pub Date : 2021-11-17 DOI:10.1177/0887302x211055984
Gargi Bhaduri, Sojin Jung, Jung E. Ha‐Brookshire
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引用次数: 3

Abstract

This study focused on understanding how (mis)match between a company's corporate social responsibility claims as indicated in their mission and the activities it actually undertakes to meet its CSR goals leads to consumers’ corporate hypocrisy and how consumers’ CSR-CA beliefs moderate the relationship between the two. Using the Moral Responsibility Theory of Corporate Sustainability as a framework, this research analyzed the difference in corporate hypocrisy between consumers with high versus low CSR-CA tradeoff beliefs. In addition, we examined the impact of consumers’ corporate hypocrisy on their negative word-of-mouth intention and how participants’ injunctive norm impacts the relationship between the two. A sample of 538 adult US consumers were recruited for an online experimental study. The study extends the findings of MCRS and also provides implications for apparel businesses.
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企业社会责任信息对服装消费者口碑的影响:感知企业虚伪的中介作用
本研究的重点是了解公司在其使命中所表明的企业社会责任主张与它为实现其企业社会责任目标而实际开展的活动之间的(错误)匹配如何导致消费者的企业虚伪,以及消费者的CSR- ca信念如何调节两者之间的关系。本研究以企业可持续发展的道德责任理论为框架,分析了具有高CSR-CA权衡信念和低CSR-CA权衡信念的消费者在企业伪善方面的差异。此外,我们还研究了消费者的企业伪善对其负面口碑意图的影响,以及参与者的禁令规范如何影响两者之间的关系。538名美国成年消费者参与了一项在线实验研究。本研究延伸了MCRS的研究结果,并为服装企业提供了启示。
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来源期刊
CiteScore
5.30
自引率
5.30%
发文量
12
期刊介绍: Published quarterly, Clothing & Textiles Research Journal strives to strengthen the research base in clothing and textiles, facilitate scholarly interchange, demonstrate the interdisciplinary nature of the field, and inspire further research. CTRJ publishes articles in the following areas: •Textiles, fiber, and polymer science •Aesthetics and design •Consumer Theories and Behavior •Social and psychological aspects of dress or educational issues •Historic and cultural aspects of dress •International/retailing/merchandising management and industry analysis
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