Enhancing corporate social advocacy support: self-efficacy, response efficacy, and collective efficacy as drivers of CSA behavioral intentions

This study examinesthe role of self-efficacy, response efficacy, and collective efficacy inshaping individuals’ attitudes toward corporate social advocacy (CSA), purchaseintentions, and positive word-of-mouth (WOM) intentions toward companiespracticing CSA. Two online surveys (Study 1: N = 329; Study 2: N= 317) were conducted by using a real company’s CSA on two issues: LGBTQ +rights (Study 1) and racial justice (Study 2). Response efficacy was positivelyassociated with all outcome variables, whereas collective efficacy predictedbehavioral intentions but not attitudes. Self-efficacy did not predict outcomevariables. Positive attitudes toward CSA leads to higher levels of positive WOMintentions but not purchase intentions. Attitudes mediated the relationshipbetween response efficacy and positive WOM intentions but not purchaseintentions. Theoretical and practical implications highlight the role ofperceived efficacy, as well as the importance for companies to recognize howindividuals’ feelings of empowerment regarding their capabilities impact theiractions.