Consumers’ perceived corporate social responsibility evaluation and support: the moderating role of consumer information

Abstract

This study analyzes how consumers’ evaluations of various dimensions of corporate social responsibility (CSR) affect their support of it and how consumers’ searches for CSR information influence such evaluations. The empirical analysis relies on data on CSR from a wide representative sample of 3543 Spanish hotel consumers. We use hierarchical multiple regressions to test the relationships and use factorial analysis to test the validity of the different CSR dimensions. The proposed positive effects of legal, ethical, economic, philanthropic and environmental dimensions of CSR on consumers’ support for corporate reputation, the selection of an establishment, and future purchase intention are corroborated, although they are only partially corroborated in the case of the economic dimension. These relationships are moderated in some cases by consumers’ search for information about hotels’ CSR practices. Managerial and economic implications are derived from the results.