Corporate Social Responsibility in the Global Village: The Roles of Global Identity and Construal Level
Document Type
Article
Keywords
corporate social responsibility; globalization; global identity; ethical consumption
Identifier Data
https://db.koreascholar.com/Article/Detail/422505
Publisher
Global Marketing Conference
Publication Source
Global Alliance of Marketing and Management Associations
Rights Management
COPYRIGHT © KOREASCHOLAR ALL RIGHTS RESERVED.
Abstract
Understanding consumers’ prioritization of corporate social responsibility initiatives within the global marketplace is a crucial concern for marketers. Focusing on the ethical fashion industry, which supports artisans and utilizes environmentally sustainable resources within its supply chain, the study uncovers that consumers possessing a global (local) identity exhibit more favorable responses to global (local) CSR initiatives, and the matching effect is amplified when presented with high (low) construal level messages.
