Sustainability and Social Responsibility

CSR Detracts or Reinforces Corporate Ability? Differential Effects of Consumers’ Belief on Perceived Corporate Hypocrisy

---

Abstract

When a corporation claims to be something that it is not in terms of its corporate social responsibility (CSR), consumers perceive corporate hypocrisy, leading to the formation of negative attitudes and beliefs toward the corporation. In addition, research indicates that consumers' reactions to CSR efforts are likely to depend consumer’s CSR-CA beliefs. This study investigated the effect of mismatch between corporate mission and their activities related to sustainable initiatives on perceived corporate hypocrisy and if consumers’ CSR-CA belief moderates the effect. Results indicated that corporations should not only have a mission towards being sustainable but also show that they are undertaking appropriate activities in order to reduce perceived hypocrisy and therefore created favorable consumer evaluations. Further, participants who were skeptical of corporation’s CSR initiatives tend to view that such initiatives come with costs as well as ulterior commercial motives, and thus forming higher levels of perceived hypocrisy.

Keywords: corporate ability belief, corporate social responsibility, corporate hypocrisy

How to Cite:

Bhaduri, G., Jung, S. & Ha-Brookshire, J. E., (2020) “CSR Detracts or Reinforces Corporate Ability? Differential Effects of Consumers’ Belief on Perceived Corporate Hypocrisy”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12255