TY - JOUR
T1 - Retailer corporate social responsibility and consumer citizenship behavior
T2 - The mediating roles of perceived consumer effectiveness and consumer trust
AU - Dang, Van Thac
AU - Nguyen, Ninh
AU - Pervan, Simon
PY - 2020/7
Y1 - 2020/7
N2 - Retailers often face pressure from stakeholders to address social and environmental issues. The purpose of this study is to investigate the influence of retailer corporate social responsibility (CSR) on consumers' perceptions and behavior. Drawing on the theoretical foundations of social identity theory and signaling theory, this study presents and validates a unique model which examines the mediating effects of perceived consumer effectiveness and consumer trust on the relationship between retailer CSR and consumer citizenship behavior. Using a sample of 407 consumers in China, results of structural equation modeling show that retailer CSR is positively associated with consumer citizenship behavior. Additionally, perceived consumer effectiveness and consumer trust positively mediate this association. Taken together, these findings provide support for retailers to develop CSR programs that remind and reinforce consumers’ perceptions about socially responsible behaviors.
AB - Retailers often face pressure from stakeholders to address social and environmental issues. The purpose of this study is to investigate the influence of retailer corporate social responsibility (CSR) on consumers' perceptions and behavior. Drawing on the theoretical foundations of social identity theory and signaling theory, this study presents and validates a unique model which examines the mediating effects of perceived consumer effectiveness and consumer trust on the relationship between retailer CSR and consumer citizenship behavior. Using a sample of 407 consumers in China, results of structural equation modeling show that retailer CSR is positively associated with consumer citizenship behavior. Additionally, perceived consumer effectiveness and consumer trust positively mediate this association. Taken together, these findings provide support for retailers to develop CSR programs that remind and reinforce consumers’ perceptions about socially responsible behaviors.
KW - China
KW - Consumer citizenship behavior
KW - Consumer trust
KW - Corporate social responsibility
KW - Perceived consumer effectiveness
KW - Retailer
UR - http://www.scopus.com/inward/record.url?scp=85079602104&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2020.102082
DO - 10.1016/j.jretconser.2020.102082
M3 - Article
AN - SCOPUS:85079602104
VL - 55
SP - 1
EP - 10
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
M1 - 102082
ER -