The Impact of Corporate Social Responsibility and Creating Shared Value Activities on Corporate and Product Evaluation

Abstract

Corporate social responsibility (CSR) has been discussed since at least the 1950s. Recently, more and more companies take a strategic approach to their social activity, which is reinforced by the concept of creating shared value (CSV) suggested by Porter and Kramer. This study examines the effect of CSV by comparing it with an existing corporate social activity, CSR on consumer response. As corporate prosocial behavior on consumer response shows mixed results, the present study uses corporate stereotype as a moderator. The result showed that the types of corporate social activity (CSR vs. CSV) have the same influence on consumer response. However, this main effect could be moderated by corporate stereotype.