The Contributions of Perceived CSR Information Substantiality Toward Consumers’ Cognitive, Affective, and Conative Responses: The Hierarchy of Effects Model Approach

We aim to provide companies an insight into what to consider when communicating their corporate social responsibility (CSR) practices with their consumers. We developed a model, grounded in the hierarchy of effects theory, to determine whether the extent to which information perceived to be substantial delivers significant predictability of consumers’ cognitive beliefs, affect, and behavioral intentions toward an apparel brand when exposed to the brand’s CSR information. Through modeling with data collected from an online survey with 340 nationwide consumers, we demonstrated the significant direct effects of perceived CSR information substantiality on perceived quality of corporate responsibility and brand trustworthiness as well as its indirect effects on brand likability, purchase intention, and social media word-of-mouth intention. We offer managerial implications for firms to maximize the effects of their CSR efforts in drawing positive perceptions and behavioral outcomes among their consumers and therefore gain the momentum to continue such efforts