Socially stigmatized company's CSR efforts during the COVID-19 pandemic: The effects of CSR fit and perceived motives.

ABSTRACT: Acknowledging the unique challenges of the socially stigmatized industry and the substantial but varying impact of COVID-19 on business, this study examined how corporate social responsibility (CSR) fit influences public attitudinal and behavioral responses. This study found that low (high) CSR fit generated a higher level of public-serving motive (firm-serving motive) than high (low) fit CSR. The fit effect on public-serving motives was changed by the valence of the COVID-19 impact (negative vs. positive) on the financial performance. This study also found that the fit affects attitudinal and behavioral intentions (word of mouth) mediated via public-serving motives, moderated by the valence of the pandemic impact. The findings hold implications for the stigmatized industry companies' CSR

SUBMITTER: Lee YJ 

PROVIDER: S-EPMC8960158 | biostudies-literature | 2022 Jun

REPOSITORIES: biostudies-literature