How companies' good deeds encourage consumers to adopt pro-social behavior

Purpose: This paper aims to investigate the effects of company CSR initiatives on two consumers’ pro-social behaviors closely related to the social cause promoted by the company, such as consumers donating money and volunteering time. In addition, the role of moral elevation as a mediating variable in such relationships is tested. Design/methodology/approach: After an exploratory study, we tested the role of moral elevation as a mediator that facilitates the effects of company CSR activities in social domains on two specific types of pro-social behavior displayed by consumers: donating money and volunteering time for the same cause sponsored by the company. We conducted two quantitative studies to test our hypotheses. In Study 1, we considered the two pro-social behaviors as intentions; in Study 2, we analyzed them as actual behaviors. In both studies, we conducted controlled experiments administered in the field. By using experimental and control conditions, we were able to manipulate corporate responsible actions in social contexts and a mediational analysis was conducted. Findings: Our results show that moral elevation mediates the positive relationship between the (1) CSR activity and consumer intention to donate (actual consumer donating behavior) to social causes and the (2) CSR activity and volunteering intention (actual volunteering behavior). Originality/value: This paper contributes to furthering CSR theory by showing the positive effects of company CSR initiatives on two pro-social “secondary” outcomes and the mediating role played by moral elevation. Important implications for the role of CSR are derived for companies and society in general.