Journal of Business Ethics

, Volume 127, Issue 3, pp 643–659 | Cite as

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

  • Carolin Plewa
  • Jodie Conduit
  • Pascale G. Quester
  • Claire Johnson


Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research is yet to investigate whether and how CV may influence consumer perceptions of CSR image and subsequent consumer behaviour. Data collected using an online survey in Australia show perceived familiarity with a company’s CV programme to positively impact CSR image and firm image, partially mediated by others-centred attributions. CSR image, in turn, strengthens affective and cognitive loyalty as well as word-of-mouth. Further analysis reveals the moderating effect of perceived leveraging of the corporate volunteering programme, customer status and the value individuals place on CSR. The paper concludes with theoretical and managerial implications, as well as an agenda for future research.


Corporate volunteering CSR image Consumer Attribution Loyalty Word-of-mouth 



Average variance extracted


Corporate social responsibility


Corporate volunteering



The authors express their sincere gratitude for the support of this research by the Commonwealth Government as part of the ARC Linkage Grant Scheme as well as our industry partner.


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Copyright information

© Springer Science+Business Media Dordrecht 2014

Authors and Affiliations

  • Carolin Plewa
    • 1
  • Jodie Conduit
    • 1
  • Pascale G. Quester
    • 1
  • Claire Johnson
    • 1
  1. 1.Business SchoolThe University of AdelaideAdelaideAustralia

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