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首页> 外文期刊>Baltic Journal of Management >Corporate social responsibility and consumers' response: the missing linkage
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Corporate social responsibility and consumers' response: the missing linkage

机译：企业社会责任与消费者反应：缺失的联系

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摘要

Purpose – The purpose of this paper is to propose a theoretical framework to explain why corporate social responsibility (CSR) activity leads to different consumers' responses, especially why, in some cases, CSR activity might backfire on the company. Design/methodology/approach – Based on a review of previous literature, the aspects of a CSR activity and the contrasting objectives that may influence consumers' responses are discussed. Several propositions are put forward. Findings – The structure of a CSR activity, mainly including type of issue/cause, its form, timing and commitment, leads to consumers' different attributions, which in turn leads to consumers' different responses to the firm. Also, consumers make attributions about a firm's CSR activity in terms of the contrast effect between the firm's corporate social performance (CSP) and other objectives for reference, such as the firm's CSR ability, its past CSP, its negative social impact of operation and other firms' CSR activities. Moreover, even though consumers can make positive attribution to a firm's CSR activity, the significant contrast effect of it against the objectives might also lead to consumers making negative responses. Research limitations/implications – Given the complex psychological processes of consumers, it is not known if there are other components of a CSR activity and other contrasting objectives that might influence consumers' responses. Originality/value – The paper helps business managers to realize the risks embedded in CSR activities, and helps them to use CSR strategically to promote business goals by carefully considering the mix of components of CSR activity and the fit with other contrasting objectives.
机译：目的–本文的目的是提出一个理论框架，以解释为什么企业社会责任（CSR）活动会导致不同消费者的反应，特别是为什么在某些情况下CSR活动可能会对公司产生反作用。设计/方法/方法–基于对以往文献的回顾，讨论了企业社会责任活动的各个方面以及可能影响消费者反应的不同目标。提出了一些建议。调查结果–企业社会责任活动的结构（主要包括问题/原因的类型，形式，时间和承诺）会导致消费者的不同归因，进而导致消费者对公司的不同反应。此外，消费者根据公司的企业社会绩效（CSP）与其他参考目标（例如公司的CSR能力，过去的CSP，经营的负面社会影响）之间的对比效应，对公司的CSR活动进行归因。企业的企业社会责任活动。此外，即使消费者可以对公司的CSR活动做出积极的归因，但它与目标之间的显着对比效果也可能导致消费者做出负面反应。研究的局限性/含意–鉴于消费者的心理过程复杂，因此尚不了解企业社会责任活动的其他组成部分和其他可能影响消费者反应的相反目标。独创性/价值–本文通过仔细考虑企业社会责任活动的组成部分以及与其他相反目标的契合度，帮助企业管理者认识到企业社会责任活动中蕴含的风险，并帮助他们从战略上利用企业社会责任来促进业务目标。

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