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

Advertising and Public Relations

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

2 Scopus citations

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
DOIs	https://doi.org/10.1108/CCIJ-02-2023-0019
State	Published - Nov 23 2023

All Science Journal Classification (ASJC) codes

Industrial relations
Organizational Behavior and Human Resource Management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1108/CCIJ-02-2023-0019

Cite this

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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.",

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AU - Eng, Nicholas

AU - Freeman, Jason

AU - Bortree, Denise S.

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