Purpose

The purpose of this study is to understand the detailed mechanism through which consumer citizenship behavior gets affected by corporate social responsibility through perceived employee behavior and consumer company identification.

Design/methodology/approach

The study subjects data from cross-sectional survey of 405 retail store consumers to structural equation modeling.

Findings

The results indicate that consumer company identification plays a very crucial role as it mediates the effect of corporate social responsibility and employee behavior on consumer citizenship behavior. In addition, the results also indicate that corporate social responsibility perceptions lead to positive employee behavior.

Originality/value

The study contributes to the literature on consumer citizenship behavior by identifying and filling up two major gaps in the retail outlets' context: (1) the limited empirical investigation of antecedents of consumer citizenship behavior up to third-level (i.e. antecedent of antecedent of antecedent) (2) the lack of clarity on the exact mechanism through which perceived corporate social responsibility influences consumer citizenship behavior, and the role of consumer company identification as a mediator in this relationship.

中文翻译：

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企业社会责任感如何影响消费者的公民行为？调查感知员工行为和消费者公司认同的中介作用

目的

本研究的目的是通过感知员工行为和消费者公司认同来了解企业社会责任影响消费者公民行为的详细机制。

设计/方法论/途径

该研究对 405 名零售店消费者的横断面调查数据进行了结构方程建模。

发现

结果表明，消费者企业认同在企业社会责任和员工行为对消费者公民行为的影响中发挥着非常重要的作用。此外，研究结果还表明，企业社会责任观念会导致员工的积极行为。

原创性/价值

该研究通过识别和填补零售店背景中的两个主要空白，为有关消费者公民行为的文献做出了贡献：（1）对第三级消费者公民行为前因的有限实证研究（即前因的前因） ）（2）缺乏明确的认识到的企业社会责任影响消费者公民行为的确切机制，以及消费者公司认同在这种关系中作为调解者的作用。