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EMAC 2023 Annual

The Impact of Corporate Social Responsibility on Religious Consumers’ Luxury Consumption

Published: May 24, 2023


Haiming Hang, University of Bath, U.K.


Our research explores whether the luxury industry engaging corporate social responsibility (CSR) initiatives provides religious consumers a sense of meaningfulness in their luxury consumption, leading to positive word-of-mouth (WOM). Our two experiments jointly suggest that engaging CSR (vs. control) increases religious consumers’ sense of meaningfulness in their luxury consumption. This is important because a sense of meaningfulness mediates the impact of CSR on religious consumers’ positive WOM. We also empirically rule out perceived hedonism and negative moral emotions as alternative explanations. These results have important theoretical implications for the literature on the incompatibility between CSR and luxury, religiosity and luxury consumption as well as existing CSR literature.