Effects of climate CSA and CSR messaging: the moderating role of green consumer identity
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 6 July 2023
Issue publication date: 23 November 2023
Abstract
Purpose
The purpose of this experimental study is to examine the effects of climate change corporate social responsibility (CSR) and corporate social advocacy (CSA) messages on public perceptions of companies and collective action intentions.
Design/methodology/approach
This study employs a 2 (message type: CSA vs CSR) × 2 (environmental issue: single-use plastics vs renewable energy) × 2 (company: Target vs Walmart) plus control online experimental design.
Findings
There were no main effects of message type on outcomes; however, green consumer identity moderated the relationship between message type and green purchase intention as well as negative word-of-mouth.
Originality/value
This study responds to calls by scholars to empirically compare the effects of CSR and CSA messages. Additionally, we consider group-level processes, like ingroup identity, in influencing strategic communication outcomes.
Keywords
Acknowledgements
The authors would like to thank the Arthur W. Page Center at Penn State's Bellisario College of Communications for providing funding for data collection for this work.
Citation
Troy, C.L.C., Norman, M.L.P., Eng, N., Freeman, J. and Bortree, D.S. (2023), "Effects of climate CSA and CSR messaging: the moderating role of green consumer identity", Corporate Communications: An International Journal, Vol. 28 No. 6, pp. 873-892. https://doi.org/10.1108/CCIJ-02-2023-0019
Publisher
:Emerald Publishing Limited
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