The Effect of Doing Good: An Experimental Analysis of the Influence of Corporate Social Responsibility Initiatives on Beliefs, Attitudes, and Behavioral Intention∗

Abstract

Corporate social responsibility initiatives identified by Kotler and Lee (2005) Kotler, P. and Lee, N. 2005. Corporate social responsibility: Doing the most good for your company and your cause, Hoboken, NJ: John Wiley & Sons. [Google Scholar] were tested using Fishbein and Ajzen's (2005) Fishbein, M. and Ajzen. 2005. “The Influence of Attitudes on Behavior”. In The handbook of attitudes, Edited by: Albarracin, D., Johnson, B. T. and Zanna, M. P. 173–222. Mahwah, NJ: Lawrence Erlbaum Associates. [Google Scholar] theory of reasoned action to determine their influence on individuals' beliefs, attitudes, and behavioral intention toward an organization and its products. Results indicate that CSR initiatives influence salient beliefs about an organization; however, they do not influence attitudes and behavioral intentions toward an organization directly. Support is shown for the propositions of the theory of reasoned action.