Better Than Nothing? The Unexpected Impact of CSR Information Clarity on Consumers' Perceived Sincerity in CSR Activities

摘要

There is a great number of studies about CSR activities in terms of positive influences on companies who are employing a CSR strategy. However, in reality, CSR activities do not always generate positive outcomes. Since CSR activities are becoming more critical in terms of corporate image and financial benefits, marketers are eager to know when and under what circumstances, these unexpected results occur. This research aims to explain the unexpected effects of CSR activities from the consumer's point of view by taking into account consumers' perceived sincerity when vague CSR information is presented.