The differential effects of CSR and CSI on consumer willingness to pay: Implications for service providers and retailers

• Main Authors: BENOIT, Sabine, HARTMANN, Julia, SICHTMANN, Christina, WETZELS, Martin
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Business Law, Public Responsibility, and Ethics; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7571; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8570/viewcontent/2511_8676_2022_2_82_pvoa.pdf
• Institution: Singapore Management University

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 f...