One Size Fits All? How CSR Communication Influences Donation and Revisit Intention Differently in Local Independent and Chain Restaurants

Michael S. Lin, Jihwan Yeon, Lu Zhang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

1 Citation (Scopus)

Abstract

Considering that limited research has been conducted to explore corporate social responsibility (CSR) initiatives in the local brand context, compared to the global brand context, this study is to bridge the gap by comparing CSR initiatives in local independent restaurants with those of international chain restaurants. Two studies were performed to examine the impact of CSR type and construal level in CSR messages using experimental designs. In addition, the mediating effects of perceived warmth and competence were examined as potential psychological mechanisms explaining consumers’ reactions. Findings show that consumers are more likely to donate to CSR initiatives of chain restaurants and revisit them when the initiatives lean toward local community CSR rather than global environmental CSR. Also, consumers prefer local community CSR initiatives that are presented in detail in local independent restaurants. This study also reveals different mediating effects of perceived warmth and competence in relation to CSR type, restaurant type, and consumer behaviors.

Original languageEnglish
Pages (from-to)578-594
Number of pages17
JournalJournal of Hospitality and Tourism Research
Volume48
Issue number4
DOIs
Publication statusPublished - May 2024

Keywords

  • chain restaurant
  • CSR
  • donation
  • local restaurant
  • message framing

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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