Conscience-driven corporate social advocacy: analyzing moral conviction and perceived motives as predictors of organization-public relationships

Purpose This study examines how congruent moral conviction between an individual and a company impacts organization-public relationships (OPR). Using arguments from the Attribution Theory, this also individuals' perceptions of motives impact quality OPR. offers new understanding what drives supporting behaviors regarding company's advocacy efforts ethics contribute to Design/methodology/approach conducts online survey ( N = 267) examine role as predictor OPR in context corporate social (CSA). Four types attributions are examined mediating variable. Findings Results indicate that congruency organization directly leads stronger trust power balance positively predicts all four dimensions through values-driven attributions. Originality/value is novel its inclusion variable CSA context, ethics, or ethical applications, has not been widely body literature.