Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR

Hyejoon Rim, Sora Kim

Research output: Contribution to journalArticlepeer-review

25 Scopus citations

Abstract

This study attempts to examine the dimensions of corporate social responsibility (CSR) skepticism and to identify the strongest predictor by testing the relationships between the skepticism constructs and public responses. The study further examines the role of cynicism either as an antecedent, a moderator, or a component of CSR skepticism. Through a series of model tests, three factors of CSR skepticism were identified to better predict public responses to CSR: (a) skepticism toward a company’s altruism, (b) disbelief of CSR messages and CSR activities, and (c) skepticism toward CSR informativeness. Skepticism toward a company’s altruism was identified as the strongest predictor in determining negative public response to CSR, whereas cynicism did not have much predictive power to explain public response to CSR; as a result, it was excluded from the final dimensions of CSR skepticism.

Original languageEnglish (US)
Pages (from-to)248-267
Number of pages20
JournalJournal of Public Relations Research
Volume28
Issue number5-6
DOIs
StatePublished - Nov 1 2016

Keywords

  • Attitudes
  • corporate social responsibility (CSR)
  • cynicism
  • skepticism
  • supportive behaviors

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