When Corporate Social Responsibility Messages Enter the News: Examining the Effects of CSR-Framed News on Product Purchasing Intentions and the Mediating Role of Company and Product Attitudes
Author: Christian von Sikorski
and Laetitia Müller
Summary:
Journalists are frequently reporting about new and innovative products in news articles. Oftentimes, journalists use specific company and product information provided by enterprises that highlight a corporation’s social responsibility (CSR) activities. Based on framing theory and theory of reasoned action, an experiment was conducted to examine how types of CSR-framed news (either highlighting ethical, ecological, or philanthropic responsibilities of a company) affect news recipients’s product purchasing intentions. A mediation analysis showed that CSR-framed news indirectly and positively affected individuals’s purchasing intentions via company and product attitudes. No relevant differences could be detected for the specific type of CSR frame. Implications of the results are discussed.
