Does ethical orientation matter? Determinants of public reaction to CSR communication

• Main Authors: SHIM, KyuJin, CHUNG, Myojung, KIM, Young
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2017
• Subjects: Corporate hypocrisy; Ethical orientation; Media frame; Normative CSR; Strategic CSR; Business and Corporate Communications; Business Law, Public Responsibility, and Ethics
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5298; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6297/viewcontent/1_s20_S0363811116303721_main.pdf
• Institution: Singapore Management University

Employing an experiment study (N = 256), this study examines how individuals ethical orientation (deontology vs. consequentialism) and CSR message frame (normative vs. strategic) influence corporate hypocrisy perception and negative communication intentions toward a given company. Findings demonstrate that deontological ethical orientation and strategic CSR frame induce stronger corporate hypocrisy perception and negative communication intention than do consequential ethical orientation and normative CSR frame. In addition, deontological ethical orientation moderated the effects of CSR frames on negative communication intention toward the company. Implications for both public relations scholarship and practices are discussed.