Corporate Social Responsibility Based on Consumers' Viewpoints: Altruism or Self-Interest
LU Dong, Samart Powpaka, KOU Yan
1. Southwest Jiaotong University,Chengdu,China; 2. The Chinese University of Hong Kong, Hong Kong,China; 3. Southwest Financial & Economics University,Chengdu,China
Based on attribution theory, this article examines how corporate social responsibility (CSR) affects consumers' attitudes to product and purchase intentions. The findings implicate that CSR's altruistic attributions positively influence consumers' attitudes to company and perceived quality, but selfinterest attributions negatively influence them. Attitudes to company and perceived quality completely mediate the effects of CSR attribution on product attitudes and purchase intensions. Our results can help marketers develop CSR initiatives in right way and avoid consumers attributing CSR to company's selfinterest, which do harm to companies.
2010, Vol. 7 
