Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification

In order to explore the mechanism of consumer responses to corporate social responsibility (CSR), this paper constructs a research framework including CSR, consumer–company identification (CCI), consumer responses, and fit, and tests the framework using a scene-questionnaire survey. Empirical results demonstrate that CSR not only has positive influence on consumer purchase intention, recommend intention, and loyalty directly, but also has...