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首页> 外文期刊>European journal of marketing >How companies' good deeds encourage consumers to adopt pro-social behavior
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How companies' good deeds encourage consumers to adopt pro-social behavior

机译：公司的善行如何鼓励消费者采取亲社会行为

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Purpose-This paper aims to investigate the effects of company corporate social responsibility (CSR) initiatives on two consumers' pro-social behaviors closely related to the social cause promoted by the company, such as consumers donating money and volunteering time. In addition, the role of moral elevation as a mediating variable in such relationships is tested. Design/methodology/approach-After an exploratory study, the authors tested the role of moral elevation as a mediator that facilitates the effects of company CSR activities in social domains on two specific types of pro-social behavior displayed by consumers: donating money and volunteering time for the same cause sponsored by the company. The authors conducted two quantitative studies to test their hypotheses. In Study 1, they considered the two pro-social behaviors as intentions; in Study 2, they analyzed them as actual behaviors. In both studies, the authors conducted controlled experiments administered in the field. By using experimental and control conditions, they were able to manipulate corporate responsible actions in social contexts, and a mediational analysis was conducted. Findings-The authors results show that moral elevation mediates the positive relationship between the CSR activity and consumer intention to donate (actual consumer donating behavior) to social causes, and the CSR activity and volunteering intention (actual volunteering behavior). Originality/value-This paper contributes to furthering CSR theory by showing the positive effects of company CSR initiatives on two pro-social "secondary" outcomes and the mediating role played by moral elevation. Important implications for the role of CSR are derived for companies and society in general.
机译：目的-本文旨在研究公司企业社会责任（CSR）举措对两个消费者亲社会行为的影响，这些行为与公司所倡导的社会事业密切相关，例如消费者捐款和志愿服务时间。另外，测试了道德提升作为这种关系中的中介变量的作用。设计/方法/方法-在进行了探索性研究之后，作者测试了道德提升作为媒介的作用，该媒介促进公司在社会领域中的CSR活动对消费者表现出的两种具体的亲社会行为的影响：捐赠和志愿服务由公司赞助的同一时间。作者进行了两项定量研究以检验他们的假设。在研究1中，他们将两种亲社会行为视为意图。在研究2中，他们将其分析为实际行为。在这两项研究中，作者进行了在该领域进行的对照实验。通过使用实验和控制条件，他们能够在社会环境中操纵公司负责任的行为，并进行了中介分析。研究结果-作者的结果表明，道德提升介导了CSR活动与消费者对社会事业的捐赠意向（实际的消费者捐赠行为）与CSR活动与志愿者意向（实际的志愿行为）之间的正相关。原创性/价值-本文通过展示公司CSR举措对两个亲社会“次要”成果以及道德提升所起的中介作用的积极作用，为进一步发展CSR理论做出了贡献。一般而言，对于企业社会责任的重要含义是对公司和社会的。

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