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Cited by 4,659Corporate Social Responsibility ReportingEnvironmental Sustainability in BusinessCorporate Social Responsibility and Sustainability

Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility

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Sen, Sankar, Bhattacharya, C.B.·2001·Journal of Marketing Research
DOI 10.1509/jmkr.38.2.225.18838
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Abstract

In the face of marketplace polls that attest to the increasing influence of corporate social responsibility (CSR) on consumers' purchase behavior, this article examines when, how, and for whom specific CSR initiatives work. The findings implicate both company-specific factors, such as the CSR issues a company chooses to focus on and the quality of its products, and individual-specific factors, such as consumers' personal support for the CSR issues and their general beliefs about CSR, as key moderators of consumers' responses to CSR. The results also highlight the mediating role of consumers' perceptions of congruence between their own characters and that of the company in their reactions to its CSR initiatives. More specifically, the authors find that CSR initiatives can, under certain conditions, decrease consumers' intentions to buy a company's products.

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  • A growing body of research indicates that consumer behaviour provides incentives to firms to engage in socially responsible behaviour.

    “This is not perhaps surprising as a growing body of research (Murry and Vogel, 1997; Sen and Bhattacharya, 2001 and Yoon et. al., 2006) indicates that consumer behaviour provides incentives to firms to engage in socially responsible behaviour; to pay more, to switch brands, to buy products from a company because of its charitable donations.”

    From International business research and risky investments, an analysis of FDI in conflict zones (2013) · cites this paper as Sen and Bhattacharya, 2001

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Authors
Sen, S., & Bhattacharya, C. B.
Affiliations
  • Baruch College (US)
  • Boston University (US)
ORCID
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2001-05
Volume
38
Issue
2
Pages
225-243
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1509/jmkr.38.2.225.18838
OpenAlex
W2023991906
Cited by
4,659
References
38
Citations by year
2026: 122 · 2025: 165 · 2024: 249 · 2023: 283 · 2022: 261 · 2021: 267 · 2020: 293 · 2019: 280 · 2018: 305 · 2017: 298 · 2016: 287 · 2015: 302 · 2014: 277 · 2013: 270 · 2012: 224
FWCI
66.00
Type
journal article
Language
en
Open access
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Marketing Research (publishedVersion)
  • SSRN Electronic Journal (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Corporate Social Responsibility and Sustainability
Keywords
corporate social responsibility, consumer purchase behavior, CSR practices, purchase intention, product quality, self-congruity, moderators, mediating role

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