Volume 25, 2014
Proceedings of the Twenty-Fifth Annual Meeting
Preeda Srinaruewan, Colin Higgins, Wayne Binney
Consumer Reactions to Corporate Social Responsibility (CSR) in Thailand: The Moderating Effect of Competitive Positioning
The aims of this paper are twofold. First, it contributes to understanding the business case for Corporate Social Responsibility (CSR) in developing countries by focusing on the consumer-organizational relationship. Second, it tests the conceptual framework of Du, Bhattacharya and Sen (2007) which suggests that determinants and consequences of consumers’ CSR beliefs vary depending on the extent to which CSR initiatives are integral to the competitive positioning. Using survey data from 250 Thai mobile phone service provider consumers, findings show that a CSR brand is more likely than non-CSR brands to accrue consumer CSR awareness, positive attitude to company motivations, and beliefs in the CSR of that company. Although beliefs are associated with consumers’
greater identification and advocacy behaviors towards the CSR brand than the non-CSR brands, they are not associated with loyalty. These results demonstrate some support for a business case for CSR in developing countries.