Impact of CSR initiatives on consumer’s perceptions and attitudes towards retailers

Rita Coelho do Vale*, Pedro Verga Matos, Vera Herédia-Colaço

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This research aims to analyze how retailers’ endorsement of socially responsible and sustainable practices impact consumers’ attitudes and perceptions towards retailers’ products (private labels). A laboratory experiment, in which CSR practices were manipulated (environmental initiatives vs philanthropic initiatives) revealed that in general, CSR practices have a positive impact on consumers’ perceptions towards the retailer. Results suggest that consumers’ willingness to pay extra for products is higher for environmental than philanthropic initiatives. However, when analyzing behavioral intentions to purchase the products sold by retailer, results reveal a marginally significant preference for philanthropic vs environmental initiatives. Further analysis, this time considering consumers’ green values, indicate that high green consumers seem to infer higher product quality when retailers engage in environmental initiatives, while average green consumers seem to anticipate higher shopping experience when presented with an initiative of philanthropic nature. Overall, findings reveal interesting insights, highlighting how different CSR initiatives may have different impact in terms of product quality, willingness to pay, purchase intentions and shopping experience perceptions. Moreover, results also highlight a number of different psychological mechanisms that emerge when consumers hold distinct green consumption values.
Original languageEnglish
Title of host publicationAdvances in national brand and private label marketing - Seventh International Conference, 2020
EditorsFrancisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans
PublisherSpringer Science and Business Media B.V.
Pages123-129
Number of pages7
ISBN (Print)9783030477639
DOIs
Publication statusPublished - 2020
Event7th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2020 - Barcelona, Spain
Duration: 17 Jun 202020 Jun 2020

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

Conference7th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2020
Country/TerritorySpain
CityBarcelona
Period17/06/2020/06/20

Keywords

  • CSR initiatives
  • PLs
  • Product perceptions
  • Retailing
  • Sustainability

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