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    The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of Consumers

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    Author
    Newman, Kevin P.
    Issue Date
    2014
    Keywords
    Corporate Social Responsibility
    Moral Behavior
    Management
    Brand Relationships
    Advisor
    Brucks, Merrie
    
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    Show full item record
    Publisher
    The University of Arizona.
    Rights
    Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
    Abstract
    Little is known about how corporate social responsibility (CSR) efforts affect consumer behavior outcomes that are not ultimately tied back to the firm (e.g., corporate financial performance). This dissertation addresses that gap in the literature by examining the influence of CSR behavior on the moral behavior of consumers. Findings from this dissertation demonstrate that some consumers vicariously balance their moral behavior against a brand's CSR efforts. For instance, I show that a brand's more socially responsible behavior can negatively influence the moral behavior of consumers (i.e., vicarious moral licensing effect) while a brand's less socially responsible behavior can positively influence the moral behavior of consumers (i.e., vicarious moral cleansing effect). However, these effects are limited to those consumers who have extended their psychological self to a brand conducting the CSR efforts. A series of five studies tests the proposed vicarious moral balancing effect, highlights boundary conditions of this effect, and demonstrates the process by which the vicarious moral licensing effect occurs. Study 1 demonstrates the vicarious moral balancing effect in the generosity behavior of consumers while study 2 extends these effects to the cheating behavior of consumers. Studies 3 and 4 find that making consumers more mindful of their moral decision making and behavior eliminates and even reverses earlier findings showing the negative influence of CSR behavior on the moral behavior of consumers. Study 5 demonstrates a potential process explanation for the vicarious moral licensing effect by showing that CSR behavior framed as goal commitment increases positive moral consumer behavior while CSR behavior framed as goal progress decreases positive moral consumer behavior. Implications, contributions, and limitations of these findings and directions for future areas of research are discussed.
    Type
    text
    Electronic Dissertation
    Degree Name
    Ph.D.
    Degree Level
    doctoral
    Degree Program
    Graduate College
    Management
    Degree Grantor
    University of Arizona
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