Consumer Perceptions of CSR Communication: An Experimental Investigation

Abstract

Corporate social responsibility (CSR) communication has always faced challenges posed by consumer scepticism and the attribution of CSR motives. This experimental study focuses on empirically testing informational, narrative, ambiguous and invitational CSR message approaches. The results show that except for the ambiguous approach, the various approaches are equally effective in leading to positive CSR beliefs and attitudes towards the company. CSR communication is found to play a crucial role in leading to positive consumer perceptions.