Corporate Social Responsibility and Consumer Virtuous Behaviors
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Abstract
This study analyzes an actual Corporate Social Responsibility (Csr) initiative and the subsequent consumer responses (i.e., positive word of mouth and willingness to adopt prosocial actions). The mediating role of consumer interest in the Csr issue and the moderating effects of consumer- company identification and skepticism are shown.
Keywords
- Corporate Social Responsibility
- Word of Mouth
- Prosocial Consumer Behavior
- Skepticism
- Consumer-Company Identification
