Perceived Corporate Social Responsibility and Its Effects on Consumer Social Responsibility: A Value-Belief-Norm Perspective


Authors

  • Tran Thu Trang
  • Pham Huyen Minh
  • Tran Thi Anh My
  • Nguyen Hoai Nam
  • Le Cong Tu Foreign Trade University, Vietnam
DOI: https://doi.org/10.57110/vnujeb.v3i6.201

Keywords:

consumer social responsibility, perceived corporate social responsibility, value‐belief‐norm theory, F&B industry, Vietnam.

Abstract

The main purpose of this study is to explore consumer perceived corporate social responsibility (or perceived CSR) and its effects on consumer social responsibility (CnSR) in the food and beverage (F&B) industry in Vietnam. We built on the Value-Belief-Norm Theory to propose a model that explains how perceived CSR induces consumers to perform consumer social responsibility. Using a survey of 460 Vietnamese consumers, we examine the relationships between personal values (altruistic, biospheric, egoistic, conservative and openness to change), perceived CSR, and CnSR. The research results show that perceived CSR does affect CnSR through awareness of negative societal consequences, ascribed responsibility, personal norms, and social norms. Moreover, personal norms tend to significantly shape CnSR. The study provides important theoretical and practical implications by shedding light on how enterprises can improve their CSR efforts to appeal to consumers and promote CnSR.

References

Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53. https://doi.org/10.1016/j.jbusres.2005.01.001

Bollen, K. A. (1984). Multiple indicators: Internal consistency or no necessary relationship? Quality and Quantity, 18(4), 377-385. https://doi.org/10.1007/BF00227593

Chan, E. S. W, Hon, A. H. Y. (2020). Application of extended theory of planned behavior model to ecological behavior intentions in the food and beverage service industry. Journal of Foodservice Business Research, 23(2), 169-191. https://doi.org/10.1080/15378020.2020.1718402

Chaudary, S., Zahid, Z., Shahid, S., Khan, S., & Azar, S. (2016). Customer perception of CSR initiatives: its antecedents and consequences. Social Responsibility Journal, 12(2), 263-279. doi: 10.1108/srj-04-2015-0056

Chen, M.-F. (2015). An examination of the value-belief-norm theory model in predicting pro-environmental behavior in Taiwan. Asian Journal of Social Psychology, 18(2), 145-151. https://doi.org/10.1111/ajsp.12096

Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.

Dunlap, R. E., Van Liere, K. D. (1978). The “New Environmental Paradigm”. The Journal of Environmental Education, 9(4), 10-19. http://dx.doi.org/10.1080/00958964.1978.10801875

de Groot, J. I., Steg, L. (2009). Morality and prosocial behavior: The role of awareness, responsibility, and norms in the norm activation model. The Journal of Social Psychology, 149(4), 425–449. https://doi.org/ 10.3200/SOCP.149.4.425‐449

Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313

Ghazali, E., Nguyen, B., Mutum, D., & Yap, S. (2019). Pro-environmental behaviours and Value-Belief-Norm Theory: Assessing Unobserved Heterogeneity of Two Ethnic Groups. Sustainability, 11(12), 3237. https://doi.org/10.3390/su11123237

Golob, U., Podnar, K., Koklič, M., & Zabkar, V. (2018). The importance of corporate social responsibility for responsible consumption: Exploring moral motivations of consumers. Corporate Social Responsibility and Environmental Management, 26(2), 416-423. https://doi.org/10.1002/csr.1693

Gronemus, J. Q., Hair, P. S., Crawford, K. B., Nyalwidhe, J. O., Cunnion, K. M., & Krishna, N. K. (2010). Potent inhibition of the classical pathway of complement by a novel C1q-binding peptide derived from the human astrovirus coat protein. Molecular Immunology, 48(1-3), 305-313. https://doi.org/10.1016/j.molimm.2010.07.012

Hair Jr, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I–method. European Business Review, 28(1). 63-76.

Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. Sage Publications.

Hair, J.F., Risher, J.J., Sarstedt, M. & Ringle, C.M. (2019), When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203

Henseler, J., Ringle, C.M. & Sarstedt, M. A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8

Hur, W. M., Moon, T. W., Kim, H. (2020). When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification. Corporate Social Responsibility and Environmental Management, 27(4), 1878-1891. https://doi.org/10.1002/csr.1933

Jeon, M. M., Lee, S., & Jeong, M. (2020). Perceived corporate social responsibility and customers’ behaviors in the ridesharing service industry. International Journal of Hospitality Management, 84(2020) 102341, 1-10. https://doi.org/10.1016/j.ijhm.2019.102341

Kaiser, F. G., Hübner, G., & Bogner, F. X. (2005). Contrasting the theory of planned behavior with the value‐belief‐norm model in explaining conservation behavior. Journal of Applied Social Psychology, 35(10), 2150–2170. https://doi.org/10.1111/j.1559‐1816.2005.tb02213.x

Khoi, N. H. & Thanh, D. N. (2001). Consumer perception of corporate social responsibility and behavior: The case of non-alcoholic beverage products in Mekong River Delta. Journal of International Economics and Management, 135, 35-57.

Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental behaviour - A meta‐analysis. Global Environmental Change, 23(5), 1028–1038. https://doi.org/10.1016/j.gloenvcha.2013.05.014

Maignan, I. (2001). Consumers’ perceptions of corporate social responsibilities: a cross-cultural comparison. Journal of Business Ethics, 30(1), 57-72. https://doi.org/10.1023/A:1006433928640

Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. Journal of Consumer Affairs, 35(1), 45-72. https://doi.org/10.1111/j.1745-6606.2001.tb00102.x

Muncy, J. A., & Vitell, S. J. (1992). Consumer ethics: An investigation of the ethical beliefs of the final consumer. Journal of Business Research, 24(4), 297-311. https://doi.org/10.1016/0148-2963(92)90036-B

Öberseder, M., Schlegelmilch, B. B., Murphy, P. E. (2013). CSR practices and consumer perceptions. Journal of Business Research, 66(10), 1839-1851. https://doi.org/10.1016/j.jbusres.2013.02.005

Park, J., & Ha, S. (2014). Understanding consumer recycling behavior: combining the theory of planned behavior and the norm activation model. Family and Consumer Sciences Research Journal, 42(3), 278-291. https://doi.org/10.1111/fcsr.12061

Roth, S., & Robbert, T. (2013). Consumer sustainability Orientation-Development of a measurement instrument. In Proceedings of the 42nd EMAC Conference 2013. Istanbul, Turkey.

Roberts, J. A. (1993). Sex differences in socially responsible consumers' behavior. Psychological Reports, 73(1), 139–148. https://doi.org/10.2466/pr0.1993.73.1.139

Schwartz, S. H. (1977). Normative Influence on Altruism. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology (Vol. 10, pp. 221-279). New York: Academic Press. http://dx.doi.org/10.1016/s0065-2601(08)60358-5

Schwartz, S. H., & Bilsky, W. (1987). Toward a universal psychological structure of human values. Journal of Personality and Social Psychology, 53(3), 550-562. https://doi.org/10.1037/0022‐3514.53.3.550

Schwartz, S. H. (1992). Universals in the content and structure of values: Theory and empirical tests in 20 countries. In M. Zanna (Ed.), Advances in Experimental Social Psychology (Vol. 25, pp. 1-65). New York: Academic Press. http://dx.doi.org/10.1016/S0065-2601(08)60281-6

Sinh, N. & Tam, N. (2021). The influence of awareness of corporate and corporate social responsibility on consumer purchase intention – A study in the beverage industry. Ho Chi Minh City Open University - Economics and Business Administration, 17(1), p. 103-115.

Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief‐norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81–97. https://www.humanecologyreview.org/pastissues/her62/62sternetal.pdf

Su, L., Swanson, S., Hsu, M., & Chen, X. (2017). How does perceived corporate social responsibility contribute to green consumer behavior of Chinese tourists. International Journal of Contemporary Hospitality Management, 29(12), 3157-3176. doi: 10.1108/ijchm-10-2015-0580

Vahdati, H., Mousavi, N., & Tajik, Z. M. (2015). The Study of Consumer Perception on Corporate Social Responsibility towards Consumers Attitude and Purchase Behavior. Asian Economic and Financial Review, 5(5), 831–845. https://doi.org/10.18488/journal.aefr/2015.5.5/102.5.831.845

Van, N. T. (2018). The Influence of Corporate Social Responsibility Policies on Buying Behavior of Customers in Ho Chi Minh City. Journal of Science and Technology, No. 36B, p. 52-61.

Vitell, S. J. (2015). A Case for Consumer Social Responsibility (CnSR): Including a Selected Review of Consumer Ethics/Social Responsibility Research. Journal of Business Ethics, 130(4), 767–774. https://doi.org/10.1007/s10551-014-2110-2

Wang, L., & Juslin, H. (2011). The effects of value on the perception of corporate social responsibility implementation: A study of Chinese youth. Corporate Social Responsibility and Environmental Management, 18(4), 246-262. https://doi.org/10.1002/csr.250

Webster, F. E. Jr. (1975). Determining the characteristics of the socially conscious consumer. Journal of Consumer Research, 2(3), 188–196. https://doi.org/10.1086/208631

Xuan, L. T. & Nha, N. P. T. (2014). Consumers’ perceptions of corporate social responsibility and their purchasing intentions - A study in the home appliances sector. Ho Chi Minh City Open University Journal of Science, 9(2), 60-79.

Downloads

Download data is not yet available.

Downloads

Published

26-12-2023

Abstract View

204

PDF Downloaded

115

How to Cite

Trang, T. T., Minh, P. H. ., My, T. T. A. ., Nam, N. H. ., & Tu, L. C. . (2023). Perceived Corporate Social Responsibility and Its Effects on Consumer Social Responsibility: A Value-Belief-Norm Perspective. VNU University of Economics and Business, 3(6), 1. https://doi.org/10.57110/vnujeb.v3i6.201

Issue

Section

Original Articles