Examining consumers' responses to corporate social responsibility addressing childhood obesity: The mediating role of attributional judgments

摘要: Abstract Food marketers have responded with numerous self-regulatory actions intended to address childhood obesity. While research on corporate social responsibility (CSR) generally provides strong evidence regard the economic benefits enjoyed by socially responsible corporations, it is unclear how and why consumers respond different levels of CSR, especially in food industry. Our examines effects CSR activities, combat obesity, consumers' company evaluations subsequent purchase intentions, while assessing mediating role attributions, a product-failure setting. Results indicate that company's high commitment toward major issue may trigger less blame marketer for product failure, which turn positively affects attitudes company. findings offer corporations can truly do well doing good.