Beliefs to behaviors: How religiosity alters perceptions of CSR initiatives and retail selection

Abstract

The purpose of this study is to bring more clarity to the complex discussion of religiosity and its effects on consumer attitudes toward corporate social responsibility (CSR) initiatives and socially responsible shopping. Drawing on the Hunt-Vitell theory of marketing ethics, we investigate how intrinsic religiosity indirectly affects retail selection through the mediating variable of attitudes toward CSR. We also investigate whether a retailer's corporate social responsibility (CSR) and corporate social irresponsibility (CSI) moderate the relationship between consumer attitudes toward CSR and retail selection. We find that intrinsic religiosity indirectly affects where consumers shop for groceries, clothing, shoes, electronics, and home goods, and we find that only CSI impacts the retail selection decision. Implications for macromarketing theory, marketing strategy, and public policy are discussed.