Corporate Reputation Review

, Volume 22, Issue 1, pp 26–37 | Cite as

Natural born cynics? The role of personality characteristics in consumer skepticism of corporate social responsibility behaviors

  • Derek MoscatoEmail author
  • Toby Hopp
Original Article


This study explored the relationship between the Big Five personality characteristics and consumer perceptions of organizational corporate social responsibility (CSR) behaviors. Specifically, the current work focused on both general consumer CSR skepticism and on consumers’ perceived motives for organizational involvement in CSR initiatives. The results suggested that those high in extraversion, agreeableness, and conscientiousness tended to be less skeptical of companies’ CSR efforts while those high in neuroticism were generally more skeptical of CSR behaviors.


Corporate social responsibility Personality characteristics Consumer skepticism Sustainability 


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Copyright information

© Springer Nature Limited & Reputation Institute 2018

Authors and Affiliations

  1. 1.Department of JournalismWestern Washington UniversityBellinghamUSA
  2. 2.Advertising, Public Relations and Media DesignUniversity of ColoradoBoulderUSA

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