{"title":"How Can Feelings of Nostalgia Facilitate Sustainable Consumer Choices?","authors":"Ngan Vo, R. Manchanda","doi":"10.51300/brp-2023-73","DOIUrl":"https://doi.org/10.51300/brp-2023-73","url":null,"abstract":"","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"72 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132954491","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Flesh Out Your Sustainability Marketing More Concretely! How Emphasizing Sustainability Benefits of Food Products Shapes the View Through Green-Tinted Glasses","authors":"Melina Burkert, Verena Hüttl-Maack","doi":"10.51300/brp-2023-74","DOIUrl":"https://doi.org/10.51300/brp-2023-74","url":null,"abstract":"","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"102 Suppl 1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132936891","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Drowning in Single-Use Plastic: Do Nudges Increase Consumer Willingness to Choose Green Packaging for an Extra Charge?","authors":"","doi":"10.51300/brp-2023-71","DOIUrl":"https://doi.org/10.51300/brp-2023-71","url":null,"abstract":"","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124711266","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Earlier research theorized a linear effect of green product innovation on firm performance and reported mixed results indicating that the relationship between these focal variables is more complex than was conceptualized by prior research. This study theorizes a curvilinear impact of green product innovation (GPI) on a firm’s growth. Furthermore, this research posits that this curvilinear relationship is negatively moderated by marketing intensity and sustainability disclosure strategy, and positively moderated by a firm’s propensity to engage in deviant corporate practices. Employing an appropriate econometric modelling technique, this study demonstrates that initially there is a positive effect of green product innovation on firms’ growth which subsequently becomes negative. Also, this study demonstrates that this inverse U-shaped relationship between green product innovation and firm growth is attenuated (the U-shaped curve flattens) by a firm’s sustainability-disclosure strategy as well as marketing intensity and accentuated (the U-shaped curve steepens) by a firm’s level of engagement in deviant corporate practices.
{"title":"Does Green Product Innovation Help or Hinder Firm Performance?","authors":"Mahabubur Rahman","doi":"10.51300/brp-2023-75","DOIUrl":"https://doi.org/10.51300/brp-2023-75","url":null,"abstract":"Earlier research theorized a linear effect of green product innovation on firm performance and reported mixed results indicating that the relationship between these focal variables is more complex than was conceptualized by prior research. This study theorizes a curvilinear impact of green product innovation (GPI) on a firm’s growth. Furthermore, this research posits that this curvilinear relationship is negatively moderated by marketing intensity and sustainability disclosure strategy, and positively moderated by a firm’s propensity to engage in deviant corporate practices. Employing an appropriate econometric modelling technique, this study demonstrates that initially there is a positive effect of green product innovation on firms’ growth which subsequently becomes negative. Also, this study demonstrates that this inverse U-shaped relationship between green product innovation and firm growth is attenuated (the U-shaped curve flattens) by a firm’s sustainability-disclosure strategy as well as marketing intensity and accentuated (the U-shaped curve steepens) by a firm’s level of engagement in deviant corporate practices.","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127297388","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Alexandria M. Gain, Janet R. Mccoll-Kennedy, Christoph F. Breidbach
{"title":"Managing Sustainable Services: A Systematic Literature Review","authors":"Alexandria M. Gain, Janet R. Mccoll-Kennedy, Christoph F. Breidbach","doi":"10.51300/brp-2023-69","DOIUrl":"https://doi.org/10.51300/brp-2023-69","url":null,"abstract":"","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127214715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Significant divergence between emerging and developed markets can be observed on socio-economic, behavioral, and cultural aspects. Given these disparities, the untapped potential for sustainable consumption in emerging markets has garnered considerable attention from researchers. India is a prominent organic product producer and exporter among emerging economies; however, the domestic organic market remains in a nascent stage. Nevertheless, India's vast consumer economy presents considerable potential for organic products. Presently, organic demand is concentrated in India's metropolitan areas, which have been the primary focus of research in this field. However, rural areas are home to the majority (around 64%) of India's population, and overlooking latent demand in rural markets would be a significant oversight in capturing the essence of any emerging market. Despite the reduction in the urban-rural divide due to digitalization, increased rural consumer income, and an affinity for improved living standards, it cannot be assumed that consumer behavior influencing factors are similar for both rural and urban consumers. Consequently, an undifferentiated approach may not effectively exploit latent opportunities in rural markets. This necessitates examining unknown aspects such as the viability of a blanket strategy to target rural and urban organic consumers. Based on the Theory of Planned Behavior, this study aimed to identify the underlying differences between rural and urban consumers regarding the antecedents of organic purchase intention. Data was collected through purposive sampling using self-administered questionnaires from a total of 453 respondents, including 231 urban and 222 rural consumers. Structural Equation Modeling (SEM) was utilized to analyze the data. The results indicate that perceived price significantly influenced organic purchase intention, whereas health consciousness and environmental concern significantly influenced organic purchase attitude. Moreover, organic purchase attitude partially mediated the relationship between antecedents and organic purchase intention. To examine the differences in the hypothesized relationships between rural and urban consumers, moderation analysis was conducted by dividing the sample based on location. The preceived price to attitude relationship was found to be significantly stronger for urban consumers. Environmental concern was found to be a crucial determinant of organic purchase attitude among urban consumers, while health consciousness was more influential among rural consumers. This may be due to their higher environmental consciousness resulting from the visible consequences of environmental degradation in urban areas. Therefore, the sustainable aspects of organic farming could play a vital role in developing positive organic attitudes among urban consumers. In contrast, rural consumers, comprising small-holder farmers, are well-versed in both organic and conventional agricultural
{"title":"Unraveling the Urban-Rural Gap in Sustainable Behavior: A Study of Organic Purchase Intention among Indian Consumers","authors":"","doi":"10.51300/brp-2023-68","DOIUrl":"https://doi.org/10.51300/brp-2023-68","url":null,"abstract":"Significant divergence between emerging and developed markets can be observed on socio-economic, behavioral, and cultural aspects. Given these disparities, the untapped potential for sustainable consumption in emerging markets has garnered considerable attention from researchers. India is a prominent organic product producer and exporter among emerging economies; however, the domestic organic market remains in a nascent stage. Nevertheless, India's vast consumer economy presents considerable potential for organic products. Presently, organic demand is concentrated in India's metropolitan areas, which have been the primary focus of research in this field. However, rural areas are home to the majority (around 64%) of India's population, and overlooking latent demand in rural markets would be a significant oversight in capturing the essence of any emerging market. Despite the reduction in the urban-rural divide due to digitalization, increased rural consumer income, and an affinity for improved living standards, it cannot be assumed that consumer behavior influencing factors are similar for both rural and urban consumers. Consequently, an undifferentiated approach may not effectively exploit latent opportunities in rural markets. This necessitates examining unknown aspects such as the viability of a blanket strategy to target rural and urban organic consumers.\u0000\u0000Based on the Theory of Planned Behavior, this study aimed to identify the underlying differences between rural and urban consumers regarding the antecedents of organic purchase intention. Data was collected through purposive sampling using self-administered questionnaires from a total of 453 respondents, including 231 urban and 222 rural consumers. Structural Equation Modeling (SEM) was utilized to analyze the data. The results indicate that perceived price significantly influenced organic purchase intention, whereas health consciousness and environmental concern significantly influenced organic purchase attitude. Moreover, organic purchase attitude partially mediated the relationship between antecedents and organic purchase intention.\u0000\u0000To examine the differences in the hypothesized relationships between rural and urban consumers, moderation analysis was conducted by dividing the sample based on location. The preceived price to attitude relationship was found to be significantly stronger for urban consumers. Environmental concern was found to be a crucial determinant of organic purchase attitude among urban consumers, while health consciousness was more influential among rural consumers. This may be due to their higher environmental consciousness resulting from the visible consequences of environmental degradation in urban areas. Therefore, the sustainable aspects of organic farming could play a vital role in developing positive organic attitudes among urban consumers. In contrast, rural consumers, comprising small-holder farmers, are well-versed in both organic and conventional agricultural ","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122441428","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Sustainability is a widely discussed concept across various fields, including gastronomy. As custodians of culinary practices, chefs play a crucial role in the food supply chain, and are integral to sustainable practices such as reducing carbon footprint, zero waste, vegan production, and promoting food fairness, energy and water conservation, and waste reduction. Food-related documentaries featuring award-winning chefs have gained significant consumer attention, making them an effective tool for raising awareness and promoting sustainability. This study aims to analyze the expressions and behaviors of chefs featured in the Chef's Table documentary series to sustainability. The research was designed with an interpretive approach and qualitative method was used. A total of 34 documentaries were analyzed using a prepared form, and the statements of chefs about sustainability were analyzed. The findings were organized into three main themes: Environmental, Socio-cultural and Economic Sustainability. The results indicate that most award-winning chefs adopt a holistic perspective towards sustainability, with a particular emphasis on environmental sustainability. These chefs support organic production, local markets, and small producers, emphasizing the importance of using traditional methods and locally grown products to enhance the flavor of meals. Cultural sustainability was also identified as a key concern for some chefs. The study highlights the importance of mass media in shaping societal values and promoting sustainability. Educating and raising awareness of consumers through mass media can promote sustainable practices that encompass social, economic, and cultural dimensions. By award-winning chefs, it is possible to increase awareness of sustainability and foster holistic application of sustainability principles.
{"title":"Evaluation of Chef’s Approaches to Sustainability as Depicted in Chef’s Table Documentaries","authors":"Sema Ekincek","doi":"10.51300/brp-2023-67","DOIUrl":"https://doi.org/10.51300/brp-2023-67","url":null,"abstract":"Sustainability is a widely discussed concept across various fields, including gastronomy. As custodians of culinary practices, chefs play a crucial role in the food supply chain, and are integral to sustainable practices such as reducing carbon footprint, zero waste, vegan production, and promoting food fairness, energy and water conservation, and waste reduction. Food-related documentaries featuring award-winning chefs have gained significant consumer attention, making them an effective tool for raising awareness and promoting sustainability. This study aims to analyze the expressions and behaviors of chefs featured in the Chef's Table documentary series to sustainability. The research was designed with an interpretive approach and qualitative method was used. A total of 34 documentaries were analyzed using a prepared form, and the statements of chefs about sustainability were analyzed. The findings were organized into three main themes: Environmental, Socio-cultural and Economic Sustainability. The results indicate that most award-winning chefs adopt a holistic perspective towards sustainability, with a particular emphasis on environmental sustainability. These chefs support organic production, local markets, and small producers, emphasizing the importance of using traditional methods and locally grown products to enhance the flavor of meals. Cultural sustainability was also identified as a key concern for some chefs. The study highlights the importance of mass media in shaping societal values and promoting sustainability. Educating and raising awareness of consumers through mass media can promote sustainable practices that encompass social, economic, and cultural dimensions. By award-winning chefs, it is possible to increase awareness of sustainability and foster holistic application of sustainability principles.","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114144859","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Despite climate strikes and calls for climate action and sustainable consumption, clothing consumption still accounts for the second highest carbon footprint and 10% of the world's carbon emissions, creating a social and environmental emergency. This paper extends behavioral reasoning theory with the Just-World-Belief to explain the role of reasons in the value-action gap. The paper posits that the effect of green values on climate actions is explained by reasons and Just-World-Belief. The model is tested with structural equation modeling using data from 256 Nigerian consumers, and the results reveal an unexpected negative effect of green values on climate action. Moreover, while reasons against are detrimental to climate action, reasons for have a positive effect on climate action. Furthermore, reasons (for and against) partially mediate the association between values and action, and the Just-World-Belief positively moderates the relationship between values, reasons, and climate actions. The findings suggest the need for policy interventions to stimulate green values and encourage consumers to engage in climate actions when buying and using clothes.
{"title":"We Deserve What We Get: The Roles of Reasons and Just-World-Belief in Explaining Sustainable Clothing Consumption Values-Actions Gap","authors":"A. Nkamnebe, O. C. Ojiaku","doi":"10.51300/brp-2023-70","DOIUrl":"https://doi.org/10.51300/brp-2023-70","url":null,"abstract":"Despite climate strikes and calls for climate action and sustainable consumption, clothing consumption still accounts for the second highest carbon footprint and 10% of the world's carbon emissions, creating a social and environmental emergency. This paper extends behavioral reasoning theory with the Just-World-Belief to explain the role of reasons in the value-action gap. The paper posits that the effect of green values on climate actions is explained by reasons and Just-World-Belief. The model is tested with structural equation modeling using data from 256 Nigerian consumers, and the results reveal an unexpected negative effect of green values on climate action. Moreover, while reasons against are detrimental to climate action, reasons for have a positive effect on climate action. Furthermore, reasons (for and against) partially mediate the association between values and action, and the Just-World-Belief positively moderates the relationship between values, reasons, and climate actions. The findings suggest the need for policy interventions to stimulate green values and encourage consumers to engage in climate actions when buying and using clothes.","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114767594","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
How do consumers respond when they perceive that a company is not what it claims to be? It is evident that customers are becoming increasingly aware of the ethical aspects of products and services. One of the pressing contemporary ethical concerns is corporate hypocrisy, which refers to the inconsistency between a company’s claim and its actual behavior. Previous research indicates that perceived corporate hypocrisy can result in consumer reactions such as boycotts and negative word-of- mouth. However, today’s consumers are increasingly displaying protest intentions and mobilizing against companies rather than just self-boycotting products or expressing dissatisfaction to friends and acquaintances. The underlying mechanism behind this elevated level of consumer resistance remains unclear. The perception of corporate hypocrisy can elicit diverse reactions and negative emotions among consumers. However, there has been limited exploration of negative emotional states (e.g., anger, disgust) in consumer resistance. Negative emotions can easily lead to retaliatory behavior, underscoring the severe detrimental impact of different forms of consumer resistance on businesses. Therefore, it is essential to understand the factors that motivate such behavior. Drawing on the corporate hypocrisy literature, this study employs a survey-based methodology to investigate the interplay between corporate hypocrisy, moral outrage, and consumer resistance. Using data collected from online social media users, the findings demonstrate that specific forms of consumer moral outrage mediate the relationship between perceived corporate hypocrisy and protest intentions. The study also highlights the pivotal role played by mobilization networks in influencing the resistance inclination of consumers. Mobilization has always been crucial in shaping movements. In this digital age, mobilization has become comparatively more accessible as different social media platforms can facilitate the process. The study’s results indicate that mobilization networks amplify protest intentions and are essential in the emergence of protest movements when consumers detect a gap between a company’s words and actions. Without such networks, consumers’ moral outrage triggered by perceived corporate hypocrisy is primarily manifested through boycotts and negative word-of-mouth. The study contributes theoretically by offering a more in-depth analysis of how perception of corporate hypocrisy can lead to consumer protest behavior. It extends the existing understanding of consumer resistance by highlighting the dynamics of moral outrage and mobilization networks in facilitating protest events. Based on the empirical findings, the paper also provides practical implications and suggests avenues for further research.
{"title":"From Corporate Hypocrisy to Consumer Protest: The Role of Moral Outrage and Mobilization Networks","authors":"Shamim Ahmed Khana, M. Zainuddin, Masnun Al Mahi","doi":"10.51300/brp-2023-65","DOIUrl":"https://doi.org/10.51300/brp-2023-65","url":null,"abstract":"How do consumers respond when they perceive that a company is not what it claims to be? It is evident that customers are becoming increasingly aware of the ethical aspects of products and services. One of the pressing contemporary ethical concerns is corporate hypocrisy, which refers to the inconsistency between a company’s claim and its actual behavior. Previous research indicates that perceived corporate hypocrisy can result in consumer reactions such as boycotts and negative word-of- mouth. However, today’s consumers are increasingly displaying protest intentions and mobilizing against companies rather than just self-boycotting products or expressing dissatisfaction to friends and acquaintances. The underlying mechanism behind this elevated level of consumer resistance remains unclear.\u0000The perception of corporate hypocrisy can elicit diverse reactions and negative emotions among consumers. However, there has been limited exploration of negative emotional states (e.g., anger, disgust) in consumer resistance. Negative emotions can easily lead to retaliatory behavior, underscoring the severe detrimental impact of different forms of consumer resistance on businesses. Therefore, it is essential to understand the factors that motivate such behavior.\u0000Drawing on the corporate hypocrisy literature, this study employs a survey-based methodology to investigate the interplay between corporate hypocrisy, moral outrage, and consumer resistance. Using data collected from online social media users, the findings demonstrate that specific forms of consumer moral outrage mediate the relationship between perceived corporate hypocrisy and protest intentions. The study also highlights the pivotal role played by mobilization networks in influencing the resistance inclination of consumers.\u0000Mobilization has always been crucial in shaping movements. In this digital age, mobilization has become comparatively more accessible as different social media platforms can facilitate the process. The study’s results indicate that mobilization networks amplify protest intentions and are essential in the emergence of protest movements when consumers detect a gap between a company’s words and actions. Without such networks, consumers’ moral outrage triggered by perceived corporate hypocrisy is primarily manifested through boycotts and negative word-of-mouth.\u0000The study contributes theoretically by offering a more in-depth analysis of how perception of corporate hypocrisy can lead to consumer protest behavior. It extends the existing understanding of consumer resistance by highlighting the dynamics of moral outrage and mobilization networks in facilitating protest events. Based on the empirical findings, the paper also provides practical implications and suggests avenues for further research.","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130481910","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Through an experimental design and using the theoretical lens of categorization and cognitive appraisal theories, this research examines how tweets evaluated based on tone (valence and character) coupled with the CSR type (Corporate Operating Performance vs. Corporate Social Performance) and the related CSR fraud can subsequently impact their CSR beliefs and confidence in the firm. CSR beliefs are the extent that an individual feels a firm should be engaging in CSR activities. It was found that the valence of the tweets moderated by the tweet’s character or tone impacts the consumer’s belief in firms engaging in CSR activities. Tweet valence increases confidence in firms while tweet valence moderated by the fraud type (CSP fraud vs. COP fraud) decreases confidence in firms. Negative utilitarian tweets lead to less confidence in firms while positive utilitarian tweets lead to more confidence in firms, which can be explained through cognitive appraisal theory.
{"title":"What Do These Tweets Mean for Us? How Analysis of Consumer Tweets\u0000Sheds Light on Consumers’ CSR Beliefs and Firm Confidence","authors":"Kristina Hinds Harrison, Lei Huang","doi":"10.51300/brp-2023-66","DOIUrl":"https://doi.org/10.51300/brp-2023-66","url":null,"abstract":"Through an experimental design and using the theoretical lens of categorization and cognitive appraisal theories, this research examines how tweets evaluated based on tone (valence and character) coupled with the CSR type (Corporate Operating Performance vs. Corporate Social Performance) and the related CSR fraud can subsequently impact their CSR beliefs and confidence in the firm. CSR beliefs are the extent that an individual feels a firm should be engaging in CSR activities. It was found that the valence of the tweets moderated by the tweet’s character or tone impacts the consumer’s belief in firms engaging in CSR activities. Tweet valence increases confidence in firms while tweet valence moderated by the fraud type (CSP fraud vs. COP fraud) decreases confidence in firms. Negative utilitarian tweets lead to less confidence in firms while positive utilitarian tweets lead to more confidence in firms, which can be explained through cognitive appraisal theory.","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125574274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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