The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits

Both theory and recent research evidence suggest that a corporation's socially responsible behavior can positively affect consumers’ attitudes toward the corporation. The effect occurs both directly and indirectly through the behavior's effect on customer–corporation identification. The authors report the results of four studies designed to replicate and extend these findings. Using a field survey design, Study 1 provides evidence that perceived corporate social responsibility affects not only customer purchase behavior through customer–corporate identification but also customer donations to corporate-supported nonprofit organizations. Using experimental designs, Studies 2 and 3 replicate and extend the Study…