Corporate social responsibility (CSR) efforts by established legacy brands are often seen as inauthentic. What can brands do to genuinely engage in CSR efforts? This study investigates internal CSR as a potential solution. CSR type (internal and external) and extrinsic cues (brand size and age) interact to affect congruence, authenticity, and subsequent purchase intention for companies that communicate these efforts on social media. Through a series of three experiments, we compare the effectiveness of internal and external CSR in influencing consumer perceptions. Results confirm that CSR is not a one-size-fits-all solution for brands. We find that Internal CSR is more effective for legacy (older, larger) brands, while external CSR is more effective for novel (newer, smaller) brands. This paper is among the first to conceptualize internal CSR as a potential strategy for legacy brands that often struggle for authentic ways to get involved with social issues. Results indicate that consumers want to see larger, older brands try to "fix" themselves before they attempt to fix the world.
{"title":"Internal versus External Corporate Social Responsibility: Company Age and Size Moderate CSR Efficacy","authors":"Matthew Pittman, Glenna L. Read","doi":"10.51300/jsm-2024-117","DOIUrl":"https://doi.org/10.51300/jsm-2024-117","url":null,"abstract":"Corporate social responsibility (CSR) efforts by established legacy brands are often seen as inauthentic. What can brands do to genuinely engage in CSR efforts? This study investigates internal CSR as a potential solution. CSR type (internal and external) and extrinsic cues (brand size and age) interact to affect congruence, authenticity, and subsequent purchase intention for companies that communicate these efforts on social media. Through a series of three experiments, we compare the effectiveness of internal and external CSR in influencing consumer perceptions. Results confirm that CSR is not a one-size-fits-all solution for brands. We find that Internal CSR is more effective for legacy (older, larger) brands, while external CSR is more effective for novel (newer, smaller) brands. This paper is among the first to conceptualize internal CSR as a potential strategy for legacy brands that often struggle for authentic ways to get involved with social issues. Results indicate that consumers want to see larger, older brands try to \"fix\" themselves before they attempt to fix the world.","PeriodicalId":502546,"journal":{"name":"Journal of Sustainable Marketing","volume":"45 15","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139129324","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}
The integration of sustainability as a theme, either explicitly or in more subtle formats and techniques, is becoming increasingly prevalent within the realm of marketing and brand communication. The purpose of this study is to examine the effects of two different sustainable marketing initiatives employed on the website of a prominent fast fashion brand on consumer perceptions and intentions to modify their shopping behavior. The examination focuses on understanding the nature and extent of shoppers’ responses to these marketing initiatives. Given the complexity of consumer perceptions, 100 semi-structured interviews with shoppers in the field were conducted to better understand the phenomenon under research. We transcribed shoppers’ responses and conducted a qualitative content analysis of their self-reports. Our results show that fast fashion shoppers demonstrate a spectrum of responses. Sustainable marketing initiatives that enable consumers to be actively involved were perceived more positively. In conclusion, it can be inferred that fast fashion brands engage in sustainable marketing primarily to cultivate positive emotions and assuage ethical concerns among consumers, thereby fostering brand loyalty and customer retention
{"title":"Effects of Sustainable Marketing on Fast Fashion Shoppers’ Perception and Behavioral Inertia","authors":"Andreas Hesse, Jessika Rundau","doi":"10.51300/jsm-2023-114","DOIUrl":"https://doi.org/10.51300/jsm-2023-114","url":null,"abstract":"The integration of sustainability as a theme, either explicitly or in more subtle formats and techniques, is becoming increasingly prevalent within the realm of marketing and brand communication. The purpose of this study is to examine the effects of two different sustainable marketing initiatives employed on the website of a prominent fast fashion brand on consumer perceptions and intentions to modify their shopping behavior. The examination focuses on understanding the nature and extent of shoppers’ responses to these marketing initiatives. Given the complexity of consumer perceptions, 100 semi-structured interviews with shoppers in the field were conducted to better understand the phenomenon under research. We transcribed shoppers’ responses and conducted a qualitative content analysis of their self-reports. Our results show that fast fashion shoppers demonstrate a spectrum of responses. Sustainable marketing initiatives that enable consumers to be actively involved were perceived more positively. In conclusion, it can be inferred that fast fashion brands engage in sustainable marketing primarily to cultivate positive emotions and assuage ethical concerns among consumers, thereby fostering brand loyalty and customer retention","PeriodicalId":502546,"journal":{"name":"Journal of Sustainable Marketing","volume":"49 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139248174","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":"Politics and Better Business","authors":"N. Bendle","doi":"10.51300/jsm-2023-113","DOIUrl":"https://doi.org/10.51300/jsm-2023-113","url":null,"abstract":"","PeriodicalId":502546,"journal":{"name":"Journal of Sustainable Marketing","volume":"69 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139269328","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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