Reducing skepticism about corporate social responsibility: roles of gender and agentic-communal orientations

Purpose Companies are increasingly emphasizing corporate social responsibility (CSR). However, consumers are often skeptical of the sincerity of companies’ CSR claims, particularly when the claim comes directly from the company. This paper aims to demonstrate how to reduce consumer CSR skepticism by examining the role of a company spokesperson’s gender and gender-related characteristics. Design/methodology/approach Two between-subjects...