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EMAC 2024 Annual


Green CSR Initiatives and Customer Outcomes: A Meta-analysis
(A2024-119655)

Published: May 28, 2024

AUTHORS

Jieyichi Zhao, Alliance Manchester Business School, The University of Manchester; Heiner Evanschitzky, Alliance Manchester Business School The University of Manchester; Hai-Anh Tran, Alliance Manchester Business School

ABSTRACT

Green Corporate Social Responsibility (CSR), connecting companies' green CSR initiatives to consumer purchasing decisions, remains a pivotal force in marketing. Given the inconclusive nature of consumer responses to green CSR in terms of magnitude and direction, this meta-analysis examines evidence from 56 studies, elucidating main and moderator effects. This research categorises green CSR initiatives into two distinct types: substantial (characterised by concrete, product/process-oriented claims) and symbolic initiatives (comprising vague, image/fact-oriented claims). The findings reveal a more pronounced effect of substantial green CSR on consumer behavioural responses, while symbolic green CSR demonstrates a stronger impact on attitudinal responses. Moreover, the study identifies various communication styles—such as emotional, informative, and conversational—that significantly moderate the effect of green CSR initiatives on customer outcomes. Contributions are also discussed.