Does environmental corporate social responsibility increase consumer loyalty? - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue International Journal of Retail and Distribution Management Année : 2022

Does environmental corporate social responsibility increase consumer loyalty?

Résumé

Purpose This study identifies the impact of supermarket environmental corporate social responsibility (ECSR) on consumers’ loyalty towards their supermarket. Based on the stimulus-organism-response (S-O-R), this study demonstrates how positive and negative emotions mediate the relationships between consumers’ perceptions of ECSR and consumers’ attitudes towards their supermarket. This study draws from cultural theory and works on sustainability and examines the moderating effect of the cultural context on these relationships. Design/methodology/approach A supermarket intercept survey was conducted among 327 consumers in France and 444 consumers in Morocco. The proposed model was analysed using Amos 22. Findings ECSR’s impact on consumer loyalty varies across cultural contexts through the mediation of positive and negative emotions. The study also indicates how consumers’ levels of environmentalism moderate the direct effect of supermarket ECSR on consumers’ attitudes towards the supermarket. Research limitations/implications Based on the S-O-R and cultural theories, this study demonstrates how the dimensions of the cultural context moderate the direct and indirect effects of ECSR on consumers’ loyalty towards their supermarket. Specifically, favourable perceptions of supermarket ECSR have an ambivalent impact on consumers’ attitudes through the mediation of negative emotions, such as shame, in more collectivist, low uncertainty avoidance and short-term oriented countries. Practical implications Tailored recommendations for supermarket managers interested in ECSR and operating in an international context are provided. Social implications This research highlights the varying impacts of environmental actions in international retailing. Originality/value Using the S-O-R and cultural theories, this study reveals nuances to existing knowledge on the role of consumers’ emotions in international retailing. It reveals the salience of negative emotions after the perception of a positively valenced stimulus across distinct cultural contexts.
Fichier non déposé

Dates et versions

hal-03653124 , version 1 (27-04-2022)

Identifiants

Citer

Delphine Godefroit-Winkel, Marie Schill, Fatou Diop-Sall. Does environmental corporate social responsibility increase consumer loyalty?. International Journal of Retail and Distribution Management, 2022, 50 (4), pp.417-436. ⟨10.1108/IJRDM-08-2020-0292⟩. ⟨hal-03653124⟩
39 Consultations
0 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More