Abstract
The academic literature on whether consumers respond positively toward corporate social responsibility (hereafter CSR) initiatives in the luxury sector is limited and contradictory. Our research contributes to this on-going debate by exploring the role of CSR moral foundations. By differentiating individualizing moral foundations (e.g., justice) from binding moral foundations (e.g., loyalty), our three experiments jointly suggest consumers respond more positive toward CSR guided by binding (vs. individualizing) foundations. Our results further suggest perceptions of intrinsic CSR motives mediate the impact of CSR moral foundations on consumer attitude. However, this mediation is moderated by the nature of tourism destination, more evident in a nature-based (vs. urban) destination. Taken together, our research suggests the luxury sector needs to focus on binding foundations rather than individualizing foundations to create a win-win situation.
| Original language | English |
|---|---|
| Journal | Psychology and Marketing |
| Early online date | 12 Aug 2021 |
| DOIs | |
| Publication status | Early online - 12 Aug 2021 |
Keywords
- corporate social responsibility (CSR)
- experimental studies
- luxury, experience
- moral foundations
Access to Document
- CSR Moral Foundations and Luxury revised-round 2
This is the peer reviewed version of the following article: Hang, H., Rodrigo, P., & Ghaffari, M. (2021). Corporate social responsibility in the luxury sector: The role of moral foundations. Psychology & Marketing, 1– 13, ahead of print, which has been published in final form at https://doi.org/10.1002/mar.21571. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.