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Examining cultural impacts on consumers’ environmental CSR outcomes

Nandini Bhalla (School of Journalism and Mass Communications, University of South Carolina, Columbia, South Carolina, USA)
Holly K. Overton (School of Journalism and Mass Communications, University of South Carolina, Columbia, South Carolina, USA)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 17 July 2019

Issue publication date: 31 July 2019

Abstract

Purpose

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.

Design/methodology/approach

Using a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.

Findings

Two structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.

Originality/value

This study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.

Keywords

Citation

Bhalla, N. and Overton, H.K. (2019), "Examining cultural impacts on consumers’ environmental CSR outcomes", Corporate Communications: An International Journal, Vol. 24 No. 3, pp. 569-592. https://doi.org/10.1108/CCIJ-09-2018-0094

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited