The Process of CSR Communication-Culture-Specific or Universal? Focusing on Mainland China and Hong Kong Consumers

Through two representative surveys-one in Beijing the other in Hong Kong (HK)-this study empirically validates an existing U.S.-based model of corporate social responsibility (CSR) communication process. The study also extends the model by adding government trust as a second moderator and government involvement as a unique dimension of CSR communication. The perceived presence of CSR communication factors results in increases in consumers' cognitive, affective, and behavioral responses. In turn, these increases improve favorable corporate reputation perception. Such results demonstrate the significant contributions of CSR communication dimensions to positive consumer outcomes in Chinese contexts. The process of CSR communication has significantly different features in Chinese contexts than in Western ones. Chinese consumers (both Beijing and HK) revealed a very high tolerance and acceptance of CSR communication with a self-promotional tone. The trust levels of HK consumers in the government tended to negatively moderate the effectiveness of CSR communication, while those of Beijing consumers did not.

Automated summary

This study validates a U.S.-based model of corporate social responsibility (CSR) communication process through two representative surveys in Beijing and Hong Kong. The study extends the model by adding government trust as a second moderator and government involvement as a unique dimension of CSR communication. The perceived presence of CSR communication factors contributes to positive consumer outcomes in Chinese contexts, and the process of CSR communication differs significantly between Chinese and Western contexts.