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

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.