What Matters More: Reactive or Proactive CSR?

Our study aims to examine the influence of community perception towards company's proactive and reactive corporate social responsibility (CSR) activities and its' influence on communities' support intention and support behavior (word-of-mouth and constructive complaints). Such support behaviors are expected by firms to mitigate possible risks facing companies operating in the environmentally damaging industry. Findings based on the analyses of the data collected from 227 respondents living within the vicinity of a quarry area shows that both reactive and proactive CSR activities are capable to gain community's support intention and support behavior towards firms operating in the potentially environmentally harming sector. Further multi group analysis confirms the generalizability of our findings across demographics.