Consumers’ responses to companies acting irresponsibly. A cross-national study on Corporate Social Irresponsibility
Corporate social responsibility (CSR) often evokes positive consumer responses. However, corporate social irresponsibility (CSI) can evoke negative repercussions. The aim of this experiment was to find to what extent German and Dutch consumers were willing to punish CSI and whether culture (masculinity) and CSR support could influence this. Willingness to punish was reflected in the general will to punish, intended WOM and purchase intention. Participants participated in an online survey where they read an hypothetical case about a company performing under the sectors average in terms of plastic production. With as a result environmental damage. The participants’ general support for several social domains was measured beforehand and their general will to punish was measured after reading the hypothetical case.
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