Consumer Perceptions of Corporate Social Irresponsibility Initiatives: The Effects of Consumer Attribution and Expectation

Based on the theory of consumer attribution and expectation,negative attribution and consumer expectation of CSR were introduced in the theoretical model,and the influencing mechanism of two kinds of corporate social irresponsibility initiatives (intentional and unintentional)on consumer perception was systematically analyzed. The results showed that both intentional and unintentional corporate social irresponsibility initiatives had a positive effect on consumer perception,but the levels of perception were different. Consumer perception of intentional initiative was higher than that of unintentional initiative. Moreover,the difference of perception came from the difference of negative attribution. Negative attribution had a mediating effect between two kinds of corporate social irresponsibility initiatives and consumer perception. Additionally,consumer expectation of CSR could positively mediate the relationship between two kinds of corporate social irresponsibility initiatives and consumer perception.