Consumers’ Responses to Corporate Social Responsibility: The Mediating Role of CSR Authenticity

This study uses information processing and stakeholder theories as its conceptual foundation to explore the effect of authenticity on relationship between corporate social responsibility (CSR) activities three key customer responses: evaluation, product association, purchase intention. We conducted a survey in South Korea test hypotheses. The results analysis our sample consisting 417 individuals showed that perceived CSR was positively associated with In addition, mediating indicated mediated customers’ responses CSR. contributes research specifically adds conversation four building blocks, namely, ethical codes, philanthropic contribution, organizational credibility, resource accommodation connection potentially valuable lens context Managerial implications these findings are also discussed.