When values drive evaluation: The role of CSR perception, engagement willingness, and feedback in shaping product judgments

When values drive evaluation: The role of CSR perception, engagement willingness, and feedback in shaping product judgments

This study aims to empirically explore whether consumers' perception of corporate social responsibility (CSR) in fact affects the evaluation of product, and if the willingness to participate in corporate social responsibility (CSR) activities acts as a mediator in this relationship The findings show that more favorable perceptions of corporate social responsibility (CSR) are related to more favorable product evaluations, and that the willingness to engage in corporate social responsibility (CSR) activities partially mediates this relationship. But, the type of feedback did not significantly moderate between willingness to engage and product evaluation. The study has theoretical and practical implications for shaping corporate social messaging strategy through the explanation of the dynamics between the corporate social responsibility (CSR) perception, willingness to engage, and the type of feedback.