Price-related consequences of corporate social (ir)responsibility

Autor(en)

Ilona Szöcs, Maria Gabriela Montanari

Abstrakt

While corporate social responsibility (CSR) and corporate social irresponsibility (CSI) have, respectively, positive and negative effects on consumers’ brand responses, their price-related consequences are often overlooked in extant literature. Drawing on attribution theory and negativity bias, we examine the impact of brands’ (ir)responsible behavior on consumers’ multiple price perceptions by applying Van Westendorp’s ‘pricing footprint’. In four experimental studies we show that consumers’ lower price perceptions following CSI are robust and the magnitude of CSI’s impact is greater than that of CSR in the higher price categories (expensive, too expensive). The positive effects of CSR are contingent on the specific CSR domain and the public/private consumption status of the product. Social (versus environmental) CSR generates higher price perceptions, and the magnitude of its impact outperforms that of CSI in the lower price categories (too cheap, cheap). The positive effects of environmental CSR are limited, particularly for privately consumed products.

Organisation(en)

Externe Organisation(en)

Harven Agribusiness School, Copenhagen Business School

Journal

Journal of Business Research

Band

186

Anzahl der Seiten

17

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2024.114985

Publikationsdatum

09-2024

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Allgemeine Unternehmensführung und Buchhaltung, Marketing

Sustainable Development Goals

SDG 12 – Nachhaltige/r Konsum und Produktion

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/8535fe43-afca-41f2-978e-87de727e0e53