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Publication Detailed Description
Are you willing to pay the price? The impact of corporate social (ir)responsibility on consumer behavior towards national and foreign brands
Journal Title
Journal of Consumer Behaviour
Year (definitive publication)
2017
Language
English
Country
United States of America
More Information
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Abstract
This research examines how the country of origin (national vs. foreign) affects the relation between corporate social responsibility (CSR) and consumers' willingness to pay and purchase intention. In the study, we adopted a first-price sealed bid auction approach, using money in a “real-world” setting. The results showed that CSR/corporate social irresponsibility (CSIR) affects consumer behavior and, particularly, consumers' willingness to pay and purchase intention. The study supports both the moderation hypothesis of country of origin in the relationship between CSR/CSIR and willingness to pay and between CSR/CSIR and purchase intention. In the globalization context, these results have important implications for brands' communication and marketing strategy and can stimulate important insights in organizations. Future research directions and limitations are also discussed.
Acknowledgements
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Keywords
Corporate social irresponsibility,Corporate social responsibility,Country of origin,Purchase intents,Willingness to pay
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| PEst-OE/EGE/UI0315/2011 | Fundação para a Ciência e a Tecnologia |
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência-IUL. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
