Effects of climate CSA and CSR messaging: the moderating role of green consumer identity

Cassandra L.C. Troy; Megan L.P. Norman; Nicholas Eng; Jason Freeman; Denise S. Bortree

doi:10.1108/CCIJ-02-2023-0019

Effects of climate CSA and CSR messaging: the moderating role of green consumer identity

Cassandra L.C. Troy, Megan L.P. Norman, Nicholas Eng, Jason Freeman, Denise S. Bortree

Research output: Contribution to journal › Article › peer-review

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.

Original language	English (US)
Pages (from-to)	873-892
Number of pages	20
Journal	Corporate Communications
Volume	28
Issue number	6
Early online date	Jul 6 2023
DOIs	https://doi.org/10.1108/CCIJ-02-2023-0019
State	Published - Nov 23 2023
Externally published	Yes

Keywords

Climate change
Corporate social advocacy
Corporate social responsibility
Environmental communication
Green consumer identity

ASJC Scopus subject areas

Industrial relations
Organizational Behavior and Human Resource Management

Online availability

10.1108/CCIJ-02-2023-0019

Library availability

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Cite this

@article{15223c8f56844f6e81ac910d3b276487,

title = "Effects of climate CSA and CSR messaging: the moderating role of green consumer identity",

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 = "Climate change, Corporate social advocacy, Corporate social responsibility, Environmental communication, Green consumer identity",

author = "Troy, {Cassandra L.C.} and Norman, {Megan L.P.} and Nicholas Eng and Jason Freeman and Bortree, {Denise S.}",

note = "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.",

year = "2023",

month = nov,

day = "23",

doi = "10.1108/CCIJ-02-2023-0019",

language = "English (US)",

volume = "28",

pages = "873--892",

journal = "Corporate Communications",

issn = "1356-3289",

publisher = "Emerald Group Publishing Ltd.",

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AU - Troy, Cassandra L.C.

AU - Norman, Megan L.P.

AU - Eng, Nicholas

AU - Freeman, Jason

AU - Bortree, Denise S.

N1 - 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.

PY - 2023/11/23

Y1 - 2023/11/23

N2 - 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.

AB - 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.

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KW - Corporate social advocacy

KW - Corporate social responsibility

KW - Environmental communication

KW - Green consumer identity

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