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Rynarzewska Ania Izabela,LeMay Stephen A.,Helms Marilyn M.,Hetrick Eliza 한국마케팅과학회 2024 마케팅과학연구 Vol.34 No.1
Consumer polarization leading to buycotts and boycotts was magnified by the global crisis of 2020–2021 which changed consumer priorities and business practices: in-person shopping decreased, while social distancing, remote work, and media consumption increased. In this context, we examined the relationships among egoism, empathy, and consumer interest in social topics. These topics included employee treatment, social justice, and the environment. We highlighted aligning Corporate Social Responsibility (CSR) efforts with consumer values. Using a survey method and structural equation modeling, we found such efforts increased consumer buycott. In this research we addressed whether consumers were motivated by empathy or egoism to engage in buycotting during global crisis. Consumers reacted to a firm’s adherence to health and safety guidelines, respect for human rights, and engaged in environmental protection. This study contributes to the literature on CSR and prosocial behavior. It examined the relationships among key consumer characteristics and corporate behavior in times of crisis and expands the existing literature on psychological factors that play a role in buycotting. The findings are applicable to policy makers, academic literature, and practice as it offers practical recommendations on how companies might consider realignment of CSR activities during crisis. It also suggests directions for future research.
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Rynarzewska Ania Izabela,Tanner John F. (Jeff),Edmondson Diane R. 한국마케팅과학회 2024 마케팅과학연구 Vol.34 No.1
Despite the recent acceleration in business commitment to improve Diversity, Equity, and Inclusion (DEI), inequalities linked to diversity and inclusion continue to persist (Bernstein et al., 2020). DEI incorporates procedural and distributive justice within society including organizations and institutions. DEI represents three elements: diversity, equity, and inclusion. Diversity exemplifies real or perceived differences between individuals with respect to demographic and socio-cultural differences such as sex, religion, race, ethnicity, age, physical or mental abilities, sexual orientation, thought, or economic background. Equity is predominantly concerned with fairness and impartiality in terms of both opportunities and outcomes. Finally, inclusion refers to the presence, belongingness, and incorporation of diverse groups particularly in spaces that were traditionally underrepresented or marginalized (Arsel et al., 2022; Bell et al., 2009; Johnson & Chichirau, 2020; Park et al., 2023)
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