The complex attribution process of CSR motives

This study examines how consumers reconcile two possibly contradictory motives (public-serving and firm-serving) to the corporate social responsibility (CSR) initiatives of companies in socially stigmatized industries. Our results indicate that consumers are willing to accept and give reputational credit for firm-serving motives behind the companies' CSR initiatives, as long as they also perceive that the companies are sincere in serving public interests (i.e., high public-serving motives). Consumers highly engaged in social causes are also willing to accept firm-serving motives when they also perceive sincere public-serving motives behind the companies' CSR activities. (C) 2011 Elsevier Inc. All rights reserved.