CONSUMER SOCIAL RESPONSIBILITY MODEL: THE INTERACTION EFFECT OF CNSR AND CSR ON LONG-TERM MARKETING PERFORMANCES
Keywords:
Consumer Moral Motivation, Consumer Relational Motivation, Consumer Social Responsibility (Cnsr), Corporate Social Responsibility (CSR), Social Responsibility NormsAbstract
This study aims to propose and test the consumer social responsibility (CnSR) model with considering the interaction effect of CnSR and corporate social responsibility (CSR) to the long-term marketing performance. This research was survey research designed to collect data from consumers who perceived that they had been used or bought social responsibility products or brands. In the questionnaire, the respondents had to fill in which social responsibility brands or companies they had been bought. The originality of this research is that the findings of this study demonstrated that CnSR model with considering the interaction effects of variables in corporate level and the effects of CnSR antecedents in personal level and in societal level to CnSR is existed. That is, this research found that the interaction effect of CnSR and CSR were partially supported. Next, with considering to antecedents of CnSR, this study found that the consumer instrumental motivation and consumer perception in social responsibility norms affected to CnSR except that the consumer relational motivation and moral motivation partially affected to CnSR. For the research methodology, the nonprobability via convenient sampling was employed. At the end, about 410 samples were collected. In addition, the basic statistics and the structural equation model were employed to test the proposed model in data analysis. For limitation and future research, the future research should generalize into a specific industry and to specific community. In addition, to generate more beneficial CnSR measures in Thailand context, the qualitative research should be conducted.
References
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Caruana, R. (2007). Morality and consumption: towards a multidisciplinary perspective. Journal of Marketing Management, 23(3/4), 207-225.
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Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: the role of competitive positioning. International Journal of Research in Marketing, 24(3), 224-241.
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Johar, G. V. (2005). The price of friendship: when, why, and how relational norms guide social exchange behavior. Journal of Consumer Psychology (Lawrence Erlbaum Associates), 15(1), 22-27.
Karna, J., Hansen, E., & Juslin, H. (2003). Social responsibility in environmental marketing planning. European Journal of Marketing, 37(5/6), 848-871.
Khare, A., Labrecque, L. I., & Asare, A. K. (2011). The assimilative and contrastive effects of word-of-mouth volume: an experimental examination of online consumer ratings. Journal of Retailing, 87(1), 111-126.
Malti, T., & Buchmann, M. (2010). Socialization and individual antecedents of adolescents’ and young adults’ moral motivation. Journal of Youth & Adolescence, 39(2), 138149.
Manning, L. (2013). Corporate and consumer social responsibility in the food supply chain. British Food Journal, 115(1), 9-29.
McGarry Wolf, M., Dana, A., Wolf, M. J., & Petrela, E. Q. (2012). A case study examination of social norms marketing campaign to improve responsible drinking. Journal of Food Distribution Research, 43(1), 95-102.
Miller, N. J., & Kean, R. C. (1997). Reciprocal exchange in rural communities: consumers' inducements to inshop. Psychology & Marketing, 14(7), 637-661.
Morrison, E., & Bridwell, L. (2011). Consumer social responsibility - the true corporate social responsibility. Competition Forum, 9(1), 144-149.
Nunnally, J. C. (1959). Tests and measurements: assessment and prediction. New York: McGraw-Hill.
Öberseder, M., Schlegelmilch, B., Murphy, P., & Gruber, V. (2014). Consumers' perceptions of corporate social responsibility: scale development and validation. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN =98371314&site=ehost-live
Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider-client relationships in context. The Journal of Marketing, 38-56.
Rahim, R. A., Jalaludin, F. W., & Tajuddin, K. (2011). The importance of corporate social responsibility on consumer behaviour in Malaysia. Asian academy of management journal, 16(1), 119-139.
Romani, S., Grappi, S., & Bagozzi, R. P. (2013). Explaining consumer reactions to corporate social responsibility: the role of gratitude and altruistic values. Journal of Business Ethics, 114(2), 193-206.
Scholder Ellen, P., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-157.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Studenmund, A. H. (2001). Using econometrics: a practical guide (4th ed.). Boston, Mass.: Addison Wesley.
Sukserm, T., & Takahashi, Y. (2010). A prospective process for implementing human resource development (hrd) for corporate social responsibility (CSR). Interdisciplinary Journal of Contemporary Research In Business, 2(1), 10-32.
Thamrongsinthaworn, S. (2008). Consumer investment in multi-brand service relationship. Journal of Business Administrtion, 31(117), 24.
Turker, D. (2009). Measuring corporate social responsibility: a scale development study. Journal of Business Ethics, 85(4), 411-427.
Vaaland, T. I., Heide, M., & Grønhaug, K. (2008). Corporate social responsibility: investigating theory and research in the marketing context. European Journal of Marketing, 42(9/10), 927-953.
Williams, A. (2005). Consumer social responsibility?. Consumer Policy Review, 15(2), 34-35.
Wu, S.-I., & Ho, L.-P. (2014, August). The influence of perceived innovation and brand awareness on purchase intention of innovation product—an example of iPhone. International Journal of Innovation and Technology Management, 11(04), 1-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996, April). The behavioral consequences of service quality. The Journal of Marketing, 60, 31-46.
Arbuckle, J. L., & Wothke, W. (1999). Amos 4.0 user's guide. Chicago, Ill.: Marketing Department, SPSS Inc.: SmallWaters Corporation.
Arya, D. P. (2010). Advertisement effectiveness: role of 'word-of-mouth' in success of educational institutes in non-metro cities. IUP Journal of Management Research, 9(1), 7-25.
Browne, M. W., Cudeck, R., Bollen, K. A., & Long, J. S. (1993). Alternative ways of assessing model fit. Sage focus editions, 154, 136-136.
Burchell, K., Rettie, R., & Patel, K. (2013). Marketing social norms: social marketing and the 'social norm approach'. Journal of Consumer Behaviour, 12(1), 1-9.
Campo, S., Brossard, D., Frazer, M. S., Marchell, T., Lewis, D., & Jalbot, J. (2003). Are social norms campaigns really magic bullets? Assessing the effects of students' misperceptions on drinking behavior. Health Communication, 15(4), 481-497.
Carmines, E., & Mclver, J. (1981). Analyzing models with unobserved models: analysis of covariance structures. Beverly Hills, CA: Sage.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505.
Caruana, R. (2007). Morality and consumption: towards a multidisciplinary perspective. Journal of Marketing Management, 23(3/4), 207-225.
Caruana, R., & Chatzidakis, A. (2014). Consumer social responsibility (CnSR): toward a multilevel, multi-agent conceptualization of the 'other CSR'. Journal of Business Ethics, 121(4), 577-592.
Colle, S. d., & Werhane, P. H. (2008). Moral motivation across ethical theories: what can we learn for designing corporate ethics programs?. Journal of Business Ethics, 81(4), 751-764.
Dacin, P. A., & Brown, T. J. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
Devinney, T. M., Auger, P., Eckhardt, G., & Birtchnell, T. (2006). The other CSR: consumer social responsibility. Standford Social Innovation Review, 4, 8.
Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: the role of competitive positioning. International Journal of Research in Marketing, 24(3), 224-241.
Du, X. (2015). Is corporate philanthropy used as environmental misconduct dressing? Evidence from Chinese family-owned firms. Journal of Business Ethics, 129(2), 341-361.
Essoussi, L. H., & Linton, J. D. (2010). New or recycled products: how much are consumers willing to pay?. Journal of Consumer Marketing, 27(5), 458-468.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of marketing research, 186-192.
Graafland, J., & Van de Ven, B. (2006). Strategic and moral motivation for corporate social responsibility. Journal of Corporate Citizenship, (22), 111-123.
Gupta, S. (2015). To pay or not to pay a price premium for corporate social responsibility: a social dilemma and reference group theory perspective. Academy of Marketing Studies Journal, 19(1), 24-45.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis (4th ed.). Englewood Cliffs, N.J.: Prentice-Hall.
Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis: global perspective (7th ed.). Upper Saddle River, New Jersey: Pearson/Prentice-Hall.
Hardy, S. A. (2006). Identity, reasoning, and emotion: an empirical comparison of three sources of moral motivation. Motivation and Emotion, 30(3), 205-213.
Johar, G. V. (2005). The price of friendship: when, why, and how relational norms guide social exchange behavior. Journal of Consumer Psychology (Lawrence Erlbaum Associates), 15(1), 22-27.
Karna, J., Hansen, E., & Juslin, H. (2003). Social responsibility in environmental marketing planning. European Journal of Marketing, 37(5/6), 848-871.
Khare, A., Labrecque, L. I., & Asare, A. K. (2011). The assimilative and contrastive effects of word-of-mouth volume: an experimental examination of online consumer ratings. Journal of Retailing, 87(1), 111-126.
Malti, T., & Buchmann, M. (2010). Socialization and individual antecedents of adolescents’ and young adults’ moral motivation. Journal of Youth & Adolescence, 39(2), 138149.
Manning, L. (2013). Corporate and consumer social responsibility in the food supply chain. British Food Journal, 115(1), 9-29.
McGarry Wolf, M., Dana, A., Wolf, M. J., & Petrela, E. Q. (2012). A case study examination of social norms marketing campaign to improve responsible drinking. Journal of Food Distribution Research, 43(1), 95-102.
Miller, N. J., & Kean, R. C. (1997). Reciprocal exchange in rural communities: consumers' inducements to inshop. Psychology & Marketing, 14(7), 637-661.
Morrison, E., & Bridwell, L. (2011). Consumer social responsibility - the true corporate social responsibility. Competition Forum, 9(1), 144-149.
Nunnally, J. C. (1959). Tests and measurements: assessment and prediction. New York: McGraw-Hill.
Öberseder, M., Schlegelmilch, B., Murphy, P., & Gruber, V. (2014). Consumers' perceptions of corporate social responsibility: scale development and validation. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN =98371314&site=ehost-live
Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider-client relationships in context. The Journal of Marketing, 38-56.
Rahim, R. A., Jalaludin, F. W., & Tajuddin, K. (2011). The importance of corporate social responsibility on consumer behaviour in Malaysia. Asian academy of management journal, 16(1), 119-139.
Romani, S., Grappi, S., & Bagozzi, R. P. (2013). Explaining consumer reactions to corporate social responsibility: the role of gratitude and altruistic values. Journal of Business Ethics, 114(2), 193-206.
Scholder Ellen, P., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-157.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Studenmund, A. H. (2001). Using econometrics: a practical guide (4th ed.). Boston, Mass.: Addison Wesley.
Sukserm, T., & Takahashi, Y. (2010). A prospective process for implementing human resource development (hrd) for corporate social responsibility (CSR). Interdisciplinary Journal of Contemporary Research In Business, 2(1), 10-32.
Thamrongsinthaworn, S. (2008). Consumer investment in multi-brand service relationship. Journal of Business Administrtion, 31(117), 24.
Turker, D. (2009). Measuring corporate social responsibility: a scale development study. Journal of Business Ethics, 85(4), 411-427.
Vaaland, T. I., Heide, M., & Grønhaug, K. (2008). Corporate social responsibility: investigating theory and research in the marketing context. European Journal of Marketing, 42(9/10), 927-953.
Williams, A. (2005). Consumer social responsibility?. Consumer Policy Review, 15(2), 34-35.
Wu, S.-I., & Ho, L.-P. (2014, August). The influence of perceived innovation and brand awareness on purchase intention of innovation product—an example of iPhone. International Journal of Innovation and Technology Management, 11(04), 1-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996, April). The behavioral consequences of service quality. The Journal of Marketing, 60, 31-46.
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Published
30.06.2017
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ธำรงสินถาวร ส. CONSUMER SOCIAL RESPONSIBILITY MODEL: THE INTERACTION EFFECT OF CNSR AND CSR ON LONG-TERM MARKETING PERFORMANCES. RMUTT Global Business and Economics Review, Pathum Thani, Thailand, v. 12, n. 1, p. 1–22, 2017. Disponível em: https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/241933. Acesso em: 6 may. 2024.
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