Sustainability and Social Responsibility

Are You Supporting CSR Because It’s Important or Because It’s Cool? Influences of Internal and External Attributions on Company Believability and Attitude

Authors: Swagata Chakraborty (University of North Texas, Denton, Texas, USA) , Wi-Suk Kwon (Auburn University)

Abstract

Conducting a quasi-experimental study with the U.S. national population (n = 468) we explored the interaction effect of consumer values and values reflected in CSR communications on company believability and attitude toward company with a mediating role of internal and external attributions. These findings indicate the significance of showcasing CSR PR activities promoting the values for self-transcendence and conservation through the CSR PR messages, which can resonate with consumers who consider these values important. This congruence in values in turn can facilitate the process of consumers internalizing a company’s goals for engaging in CSR activities involving self-transcendence and conservation, leading to a higher faith in the company’s intentions in contributing to the society and creating a favorable attitude toward the company.

Keywords: CSR, Attribution, Company Believability, Attitude toward Company

How to Cite: Chakraborty, S. & Kwon, W. (2024) “Are You Supporting CSR Because It’s Important or Because It’s Cool? Influences of Internal and External Attributions on Company Believability and Attitude”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17358