The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior

Although research has theoretically and empirically linked corporate social responsibility (CSR) to consumer responses, understanding the different paths that link CSR to loyalty is still limited. A new pathway for this understanding comes from the idea that generative consumers, or those committed to the well-being of future generations, may be inclined to patronize companies engaged in CSR activities. This research addresses the question of how consumer generativity moderates the effect of CSR on consumer behavior through two studies. Study 1 shows how generativity influences purchase intention. Study 2 demonstrates that while a company’s commitment to CSR affects both generative and nongenerative consumers, the effect is greater for the former. This moderating role of generativity of the effect of CSR on purchase intention suggests the utility of considering generativity as a relevant consumer segmentation criterion.