Csr motives and identity.Role of atriibutions in enhancing csr declarations

• Autorzy: Barbara Fryzel

Warianty tytułu

Motywy i tożsamość CSR. Rola atrybucji we wzmacnianiu społecznych deklaracji firm.

• Języki publikacji: EN

Abstrakty

EN

The paper looks at the behavioural outcomes of corporate social responsibility (CSR). It examines the role of attributions in mediating the relation between various types of CSR initiatives and attitude towards a company, perceived CSR identity and purchase intent. It looks into a difference in mediation mechanisms depending on whether CSR identity is induced by concrete CSR actions or by more abstract declarations about CSR. The results of in-between subject's experiment show that both general CSR stories and concrete CSR initiatives, influence purchase behaviour and that this relation is mediated through perceptions of CSR and attitudes towards a company. Surprisingly attributions matter in case of the generalised CSR declarations but not in case of concrete initiatives.(original abstract)

Celem artykułu jest analiza wpływu inicjatyw społecznej odpowiedzialności biznesu oraz deklarowanych przez firmy postaw wobec CSR na atrybucje oraz nastawienie do firmy. Potencjał CSR w generowaniu efektów behawioralnych zależy m.in. od mediującej roli atrybucji, jednak niewiele wiadomo jak atrybucje kształtują relację między skonkretyzowanymi inicjatywami CSR, np. dotacjami na cele lokalnej społeczności czy działaniami na rzecz pracowników a zachowaniem. Ponadto, wpływ konkretnych inicjatyw CSR w porównaniu do ogólnych deklaracji społecznych firm na postrzeganie firmy przez interesariuszy, nie był dotąd intensywnie badany. Artykuł przedstawia wyniki eksperymentu wskazujące, że zarówno konkretne inicjatywy, jak i ogólne deklaracje CSR mogą wpływać na konstruowanie postrzeganej społecznej tożsamości firm, która ma kluczowe znaczenie dla zachowania interesariuszy. Pomimo, iż atrybucje są mediatorem relacji CSR w przypadku proaktywnych strategii, nie odgrywają one roli w przypadku skonkretyzowanych inicjatyw, a jedynie w przypadku ogólnych deklaracji o społecznych postawach firm.(abstrakt oryginalny)

Słowa kluczowe

EN

Corporate Social Responsibility (CSR); Identity; Purchasing; Social activity

PL

Społeczna odpowiedzialność biznesu; Tożsamość; Zakup; Działalność społeczna

• Czasopismo: Organizacja i Kierowanie
• Rocznik: 2015
• Numer: nr 1A
• Strony: 21--36

Twórcy

autor

Barbara Fryzel

• Jagiellonian University

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