Sincerity or ploy? An investigation of corporate social responsibility campaigns
| Published date | 15 July 2019 |
| Pages | 489-501 |
| Date | 15 July 2019 |
| DOI | https://doi.org/10.1108/JPBM-07-2018-1953 |
| Author | Michelle Childs,Hongjoo Woo,Seeun Kim |
| Subject Matter | Marketing,Product management,Brand management/equity |
Sincerity or ploy? An investigation of corporate
social responsibility campaigns
Michelle Childs
Department of Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, Tennessee, USA
Hongjoo Woo
Department of Clothing and Textiles, Yonsei University, Seoul, Republic of Korea, and
Seeun Kim
Department of Consumer and Design Sciences, Auburn University, Auburn, Alabama, USA
Abstract
Purpose –Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce
environmental impacts of their operations and position themselves as sustainable. In light of attribution theory, this paper aims to investigate how
aspects of a CSR campaign affect consumers’perceptions of brand authenticity, brand attitudes and CSR attitudes.
Design/methodology/approach –This research is based on a 2 (brand image: sustainable vs disposable brand) 2 (message source: brand
website vs news article) between-subjects experimental design with random assignment to conditions and manipulation checks.
Findings –When exposed to messages about CSR campaigns, consumers have more favorable perceptions of brand authenticity, brand attitudes
and CSR attitudes for a sustainable brand than for a disposable brand, particularly when consumers view information about a CSR campai gn on the
brand’s website. However, this is not true for disposable brands when CSR campaigns are promoted through a news source.
Practical implications –Sustainable brands can derive benefits by strategically partnering with causes through CSR campaigns, particularly when
their campaigns are promoted through their brand’s website (vs news source). However, brands that offer disposable pro ducts (e.g. fast fashion
brands) should exercise caution when implementing these campaigns; CSR campaigns may confuse customers as they do not align with the
everyday practices of disposable brands.
Originality/value –As the apparel industry faces increased scrutiny for negative impacts on the environment, this study helps to understand
whether customers perceive CSR campaigns as trustworthy and authentic, or as ploys aimed at creating more positive brand images.
Keywords Brand authenticity, Brand image, Brand attitudes, Brand-cause campaign, CSR attitudes, In-store recycling program, Message source
Paper type Research paper
Consumer demand for socially responsible apparel brands are
rapidly increasing as consumers become more interested in
supporting brands that minimize environmental impacts and
give back to the communities in which they operate (Bhaduri
and Ha-Brookshire, 2015;Hyllegard et al.,2010;Park and
Lennon, 2006;Yoon et al.,2006;Wang and Korschun, 2015).
In response to consumer demand, corporate social
responsibility (CSR) has become increasingly popular among
fashion apparel brands (Nan and Heo, 2007). However,when
companies are perceived as socially irresponsible or CSR
practices are perceived as a ploy or insincere, it can become
detrimental to the brand, lowering consumers’attitudes and
perceptions toward the company (Eisingerich et al., 2011;
Vanhamme et al., 2015;Wagneret al., 2009).
Recently, several fashion brands have initiated in-store
apparel recycling programs in attempts to reduce
environmental impacts of their operations and position
themselves as more sustainable (Beeler, 2017). For example,
H&M’s“Close the Loop”recycling program features an in-
store garment collection service to encourage consumers to
donate unwanted garments, which are promoted as being
reused or recycled (Wright, 2017). However, as the apparel
industry faces increased scrutiny for negative impacts on the
environment (Beeler, 2017;Lee et al.,2017), it is unclear in
literature whether customers perceive CSR campaigns as
trustworthy and authentic, or as ploys aimed at creating more
positive brand images and increasing purchase behavior. Due
to the negative impact of garment production on the
environment, the apparelindustry has faced increasingly public
pressure to adopt CSR practices (Mann et al.,2014).
Addressing gaps in the literature,this study will help to identity
factors that consumers use to recognize whether apparel
companies implement CSR genuinely oras a tactic to respond
to negative publicattention.
In previous research, scholars have emphasized the
importance of considering a brand’simage (i.e. the unique and
abstract meanings associated with a brand; Park et al., 1991)
when evaluating the effects of socially responsible marketing
campaigns (Bridges et al.,2000;Torelli et al., 2011). Since
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
28/4 (2019) 489–501
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-07-2018-1953]
Received 23 July 2018
Revised 27 November 2018
16 January 2019
Accepted 16 January 2019
489
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