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First published May 2001

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

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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Article first published: May 2001
Issue published: May 2001

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© 2001 American Marketing Association.
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Authors

Affiliations

Sankar Sen
Zicklin School of Business, Baruch College, CUNY
C.B. Bhattacharya
School of Management, Boston University

Notes

(e-mail: [email protected]).
(e-mail: [email protected]).
Both authors contributed equally to this article. The authors are extremely grateful to Anusree Mitra for her help with this research and to Kinder, Lydenberg, Domini & Co. for providing access to Socrates: The Social Responsibility Monitor. The authors also appreciate the helpful comments on previous drafts of this article by Douglas Bowman, Joseph Cannon, Shantanu Dutta, Hayagreeva Rao, William Ross, Geeta Menon, and Vicki Morwitz.

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