Effects of CSR Messages on Apparel Consumers' Word-of-Mouth: Perceived Corporate Hypocrisy as a Mediator
CLOTHING AND TEXTILES RESEARCH JOURNAL(2024)
Abstract
This study focused on understanding how (mis)match between a company's corporate social responsibility claims as indicated in their mission and the activities it actually undertakes to meet its CSR goals leads to consumers' corporate hypocrisy and how consumers' CSR-CA beliefs moderate the relationship between the two. Using the Moral Responsibility Theory of Corporate Sustainability as a framework, this research analyzed the difference in corporate hypocrisy between consumers with high versus low CSR-CA tradeoff beliefs. In addition, we examined the impact of consumers' corporate hypocrisy on their negative word-of-mouth intention and how participants' injunctive norm impacts the relationship between the two. A sample of 538 adult US consumers were recruited for an online experimental study. The study extends the findings of MCRS and also provides implications for apparel businesses.
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Key words
corporate hypocrisy,CSR-CA belief,injunctive norm,corporate social responsibility,word of mouth
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