The Differential Effects of CSR and CSI on Consumer Willingness to Pay: Implications for Service Providers and Retailers

Sabine Benoit; Julia Hartmann; Christina Sichtmann; Martin Wetzels

doi:10.5771/2511-8676-2022-2-82

Contents
- Chapter Expand | CollapseAuthorsPage
- 81–81 Titelei/Inhaltsverzeichnis 81–81
- 82–103 The Differential Effects of CSR and CSI on Consumer Willingness to Pay: Implications for Service Providers and Retailers Sabine Benoit, Julia Hartmann, Christina Sichtmann, Martin Wetzels Sabine Benoit, Julia Hartmann, Christina Sichtmann, Martin Wetzels 82–103
- 104–117 Retail Website Interactivity and Firm Performance Heiner Evanschitzky, Marc Linzmajer, David M. Woisetschläger, Suman Basuroy Heiner Evanschitzky, Marc Linzmajer, David M. Woisetschläger, Suman Basuroy 104–117
- 118–131 Customer Participation Stress In Service Encounters: Developing A Customer Participation Demands–Resources Model Stephanie Haager, Marion Büttgen, Zelal Ates, Jan H. Schumann Stephanie Haager, Marion Büttgen, Zelal Ates, Jan H. Schumann 118–131
- 132–146 Exploring the Potential of Smart Service Systems: A Multi-Actor View on Affordances and Their Actualization Daniel Heinz, Carina Benz, Jan Bode, Fabian Hunke, Gerhard Satzger Daniel Heinz, Carina Benz, Jan Bode, Fabian Hunke, Gerhard Satzger 132–146
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SMR - Journal of Service Management Research , page 82 - 103

The Differential Effects of CSR and CSI on Consumer Willingness to Pay: Implications for Service Providers and Retailers

Autoren

Sabine Benoit Julia Hartmann Christina Sichtmann Martin Wetzels

DOI
- doi.org/10.5771/2511-8676-2022-2-82
- ISSN: 2511-8676
- ISSN online: 2942-3392
Abstract

Service providers and retailers reselling branded have the discretion to set and adapt prices according to customers’ willingness to pay (WTP). Research often notes markup effects, such that WTP increases in response to corporate social responsibility (CSR) and markdown effects, lowering their WTP for corporate social irresponsibility (CSI). Theory suggests attitude changes to (negative) CSI are stronger than to (positive) CSR, but the extent and whether this difference holds for WTP and across various product types are unknown. Using experimental data, an incentive-compatible measure, and an actual purchase, this article reports on three studies that show that consumers mark up WTP for CSR and mark down WTP for CSI. The differential effects arise across brands; compared with WTP for a competitor brand, the acceptable price of a focal CSR/CSI brand is marked down more than it is marked up. Comparing the WTP for a focal brand relative to the average CSR performance of that brand does not produce any within-brand differential effects The evidence also indicates a product type effect: Consumer WTP adaptation for CSR or CSI is stronger for utilitarian than for hedonic products. These findings have implications for service providers, retailers and manufacturing firms, as well as for further research.
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