Use of different corporate social responsibility (CSR) initiatives as a crisis mitigation strategy

Abstract

There is a growing body of academic research on the importance of corporate social responsibility (CSR) initiatives in promoting positive consumer reactions. However, research on whether these initiatives mitigate negative consumer reactions to a company crisis is almost non-existent. In addition, no research appears to have compared the effectiveness of different CSR initiatives. Using attribution theory, I contend that in a product-harm crisis, different initiatives may differentially impact consumer attributions, emotions, attitudes and behavioural intents. I further apply the construct of involvement to CSR research, contending that higher consumer involvement with the initiative would result in a more positive crisis outcome.