CSR Under Fire: Can Corporate Responsibility Defuse Consumer Anger Over Product Failures in Controversial and Uncontroversial Industries?
Year: 2025
Type: article
Study design: Observational Study
Abstract: ABSTRACT This study explores how corporate social responsibility (CSR) can reduce consumers' vindictive behavior following product failures, comparing its effects in controversial (tobacco) and non‐controversial (healthcare) industries. We surveyed 591 Indonesian consumers—287 evaluating tobacco companies and 304 healthcare companies. The findings show that when consumers see product failures as stable, they are more likely to act vindictively. Society‐serving CSR motivates consumers to engage with CSR activities and increases their willingness to purchase. CSR engagement builds consumer gratitude, which in turn lessens vindictive behavior and boosts purchase intentions. These effects differ across industries. Our findings suggest that CSR can buffer companies against negative reactions after product failures, and that tailoring CSR strategies to the specific industry context helps manage reputational risks.
DOI: 10.1002/csr.70287
Authors: Eun‐Mi Lee, Irenna Elizabeth
Institution: Dongseo University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: bronze
Funder: Dongseo University
OpenAlex ID: W4416608941