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Insights into the Impact of CSR Communication Source on Trust and Purchase Intention

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Handbook of Integrated CSR Communication

Part of the book series: CSR, Sustainability, Ethics & Governance ((CSEG))

Abstract

The communication of “green CSR activities” offers companies the possibility to enhance consumer trust and increase consumers’ purchase intentions for their products. However, research on different sources and types of CSR communication is still scarce and little is known about the influence of these on trust and purchase intention outside of the Western world. In this article we explore the influence of different types of communication about environmental CSR activities on consumer trust and purchase intention in the context of Hong Kong consumers. We suggest that although positive CSR communication both in the form of advertising and publicity will have a beneficial effect on consumer trust and purchase intention, there will be a significant difference between these different types of CSR communication sources.

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Notes

  1. 1.

    See therefore e.g. chapter “The CSR Communications & Reporting Landscape in Developing Countries” by Davin Katamba and Cedric M. Nkiko and chapter “Corporate Social Responsibility Communication in North America: The Past, Present, and Future” by Karen Becker-Olsen and Francisco Guzmán of this Handbook.

  2. 2.

    For CSR communication in China, see also the contribution of Lee/Chan (chapter “Practices of Corporate Social Responsibility in China and Hong Kong”) of this Handbook.

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Authors and Affiliations

  1. Alpen-Adria-Universität Klagenfurt, 9020, Klagenfurt am Wörthersee, Austria

    Ulrike Krisch & Sonja Grabner-Kräuter

Authors
  1. Ulrike Krisch
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  2. Sonja Grabner-Kräuter
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Correspondence to Ulrike Krisch .

Editor information

Editors and Affiliations

  1. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Sandra Diehl

  2. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Matthias Karmasin

  3. School of Journalism & Media Studies, San Diego State University, San Diego, California, USA

    Barbara Mueller

  4. Dpt. of Marketing and Int. Management, Klagenfurt University, Klagenfurt, Austria

    Ralf Terlutter

  5. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Franzisca Weder

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Table 2 Measurement items
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Krisch, U., Grabner-Kräuter, S. (2017). Insights into the Impact of CSR Communication Source on Trust and Purchase Intention. In: Diehl, S., Karmasin, M., Mueller, B., Terlutter, R., Weder, F. (eds) Handbook of Integrated CSR Communication. CSR, Sustainability, Ethics & Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-44700-1_25

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