The influence of retailer size on consumer responses to social responsibility initiatives

Research output: Contribution to journalArticlepeer-review

7 Scopus citations

Abstract

The current research demonstrates that retailer size moderates the positive effect of corporate social responsibility (CSR) initiatives on consumer outcomes such as increased purchase intentions and perceptions of CSR. Retailer size is introduced as a factor that leads consumers to respond more positively to small retailers' CSR activities, relative to CSR from large retailers. We also provide support for the ability of consistency/commitment to CSR to serve as a means by which larger retailers can counter their size liability. We replicate and generalize these results across multiple CSR forms. Implications for retail management and future research are discussed.

Original languageEnglish
Pages (from-to)439-446
Number of pages8
JournalJournal of Consumer Behaviour
Volume17
Issue number4
DOIs
StatePublished - Jul 1 2018

Bibliographical note

Publisher Copyright:
Copyright © 2018 John Wiley & Sons, Ltd.

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology

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