Corporate Social Responsibility in the Global Village: The Roles of Global Identity and Construal Level
corporate social responsibility; globalization; global identity; ethical consumption
Global Marketing Conference
Global Alliance of Marketing and Management Associations
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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.