Thursday, November 16, 2017 | 2:00pm-3:30pm | Room 337, HSBC Business School Building

Abstract

We investigate the process of CSR product consumption. In particular, we study how two individual characteristics, self-esteem and status seeking, are related with the purchase intention of CSR products through brand equity and self-enhancement. Our analysis of survey responses revealed that the purchase intention of CSR products was positively associated with status seeking and self-esteem. This suggests that CSR products are effective for the consumers with a need for a high external evaluation and the consumers with high self-esteem. More importantly, we identified that the relationships between individual characteristics and CSR product consumption are established by brand equity and self-enhancement. We discuss the academic contributions of the findings as well as provide managerial implications to marketers in maximizing CSR effectiveness.