CSR and consumer pro-social behaviors

What is it about?

This research shows that moral elevation mediates the positive relationship between the (1) CSR activity and consumer intention to donate (actual consumer donating behavior) to social causes and the (2) CSR activity and volunteering intention (actual volunteering behavior).

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Why is it important?

This paper examines the effects of company CSR initiatives on two consumers’ pro-social behaviors closely related to the social cause promoted by the company: (1) consumers donating money and (2) volunteering time. In addition, the role of moral elevation as a mediating variable in such relationships is considered.