The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer BehaviorReport as inadecuate


The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior


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Department of Marketing, University of Murcia, Murcia 30100, Spain



These authors contributed equally to this work.





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Academic Editor: Marc A. Rosen

Abstract Although research has theoretically and empirically linked corporate social responsibility CSR to consumer responses, understanding the different paths that link CSR to loyalty is still limited. A new pathway for this understanding comes from the idea that generative consumers, or those committed to the well-being of future generations, may be inclined to patronize companies engaged in CSR activities. This research addresses the question of how consumer generativity moderates the effect of CSR on consumer behavior through two studies. Study 1 shows how generativity influences purchase intention. Study 2 demonstrates that while a company’s commitment to CSR affects both generative and nongenerative consumers, the effect is greater for the former. This moderating role of generativity of the effect of CSR on purchase intention suggests the utility of considering generativity as a relevant consumer segmentation criterion. View Full-Text

Keywords: CSR; sustainability; generativity; consumer behavior CSR; sustainability; generativity; consumer behavior





Author: Miguel Giménez García-Conde †, Longinos Marín †,* and Salvador Ruiz de Maya †

Source: http://mdpi.com/



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