Consumer Perception of CSR: Modeling Psychological Motivators

Scholars have called for more specific model devel-opment and a better defined process to predict the outcomes of Corporate Social Responsibility (CSR) activity. This paper builds on previous work in the field of CSR from a consumer per-spective. Psychological dimensions related to con-sumer perception of CSR were explored through consumer survey data (N = 343) using explora-tory factor analysis and structural model verifica-tion through confirmatory factor analysis. Three distinct latent variables entitled Public Image, Character and Value were identified in the model. Public Image proved to be the unique significant predictor related to perception of CSR. Differentiation among groups created a profile that indicated significant differences among con-sumers regarding political affiliations; employ-ment status; if CSR was implemented at the consumers ’ place of employment; and between consumers who chose to volunteer at cause-related organizations, and those who did not. These results allow for a deeper insight into how CSR can be conducted and messaged among various population segments