Journal
PSYCHOLOGY & MARKETING
Volume 38, Issue 12, Pages 2227-2239Publisher
WILEY
DOI: 10.1002/mar.21571
Keywords
corporate social responsibility (CSR); experimental studies; luxury; experience; moral foundations
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Funding
- University of Portsmouth - University of Portsmouth
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The academic literature on consumer response towards corporate social responsibility (CSR) initiatives in the luxury sector is limited and contradictory. This research finds that consumers respond more positively to CSR guided by binding moral foundations, with intrinsic CSR motives mediating this effect, especially in nature-based tourism destinations. Luxury sector should focus on binding foundations rather than individualizing foundations to create a win-win situation.
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.
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