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Differentiated consumer responses to corporate social responsibility domains moderated by corporate social responsibility perceptions: A Kano model‐based perspective

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  • Jinhua Li
  • Yongyi Chen
  • Qiankai Qing
Abstract
The extant literature has generally overlooked the qualitative differences in corporate social responsibility (CSR) domains. Inspired by this gap, we first propose and justify a new classification of CSR domains (including the must‐be, one‐dimensional and attractive domains) based on the Kano model from the perspective of consumer demand and then experimentally test consumers' differentiated responses to different CSR domains moderated by consumers' CSR perceptions in the cases of both CSR strengths and CSR lapses. Using a sample of adult consumers in China, we find that in both cases, the influences of the three CSR domains on consumers' company evaluation and purchase intention are different, and such influences are moderated by consumers' CSR perceptions and show characteristics of asymmetry. The results not only support asymmetric and nonlinear consumer responses to CSR domains but also provide a novel explanation for such phenomena.

Suggested Citation

  • Jinhua Li & Yongyi Chen & Qiankai Qing, 2021. "Differentiated consumer responses to corporate social responsibility domains moderated by corporate social responsibility perceptions: A Kano model‐based perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1606-1619, November.
    • Handle: RePEc:wly:corsem:v:28:y:2021:i:6:p:1606-1619
    DOI: 10.1002/csr.2126
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    References listed on IDEAS

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    Cited by:

    1. Amber Batwara & Vikram Sharma & Mohit Makkar & Antonio Giallanza, 2022. "An Empirical Investigation of Green Product Design and Development Strategies for Eco Industries Using Kano Model and Fuzzy AHP," Sustainability, MDPI, vol. 14(14), pages 1-35, July.
    2. Chang Mo Jung & Won‐Moo Hur, 2022. "How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1676-1688, September.
    3. Adrian T. H. Kuah & Yi Xia & Pengji Wang, 2022. "How Do Corporate Social Responsibility Engagements Drive Consumer–Company Identification in Singapore?," Sustainability, MDPI, vol. 14(10), pages 1-23, May.
    4. Li, Jinhua & Liu, Li & Qing, Qiankai, 2022. "Differentiated consumer forgiveness for different corporate social irresponsibility domains: The moderating role of corporate reputation and patriotism," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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