Consumers’ response to CSR statement type in social crowding
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 7 September 2023
Issue publication date: 12 March 2024
Abstract
Purpose
Based on the construal level theory, this research study examines the interactive effect between social crowding and corporate social responsibility (CSR) statement type on consumers' purchase intention.
Design/methodology/approach
The authors conducted two empirical experiments on a total of 508 subjects.
Findings
There is an interactive effect between social crowding and CSR statement type on consumers' purchase intention. Specifically, in high social crowding situations, concrete CSR statements lead to consumers' higher purchase intention, while in low social crowding situations, abstract CSR statements lead to consumers' higher purchase intention. Self-construal and processing fluency play a moderating and mediating role in the mechanism.
Originality/value
This research study contributes to the theoretical understanding of the interaction between social crowding and CSR statements, enriching the field of consumer behavior research on social crowding. Additionally, it offers practical insights for enterprises on how to present CSR information in crowded situations.
Keywords
Citation
Liu, X., Wang, S. and Liang, Y. (2024), "Consumers’ response to CSR statement type in social crowding", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 3, pp. 565-580. https://doi.org/10.1108/APJML-02-2023-0179
Publisher
:Emerald Publishing Limited
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