国外道德教育论文Xie2015_Article_TheRoleOfMoralEmotionsAndIndiv(1).pdf

J. of the Acad. Mark. Sci. (2015) 43:333–356 DOI 10.1007/s11747-014-0394-5 ORIGINAL EMPIRICAL RESEARCH The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions Chunyan Xie Richard P. Bagozzi Kjell Grønhaug Received: 30 November 2012 /Accepted: 28 May 2014 /Published online: 16 July 2014 # Academy of Marketing Science 2014 Abstract We investigate the mediating role of moral emo- Keywords Moral emotions . Green marketing . Corporate tions and their contingency on individual characteristics in social responsibility . Contempt .Anger .Disgust . Gratitude . consumer responses to corporate green and non-green actions. Empathy Two between subjects experiments were conducted to test our hypotheses on samples of adult consumers. The results show that, for corporate non-green actions, various individual dif- Introduction ference characteristics (social justice values, empathy, moral identity, self-concept) moderate the elicitation of negative Corporate social responsibility (CSR) has been defined as a moral emotions (contempt, anger, disgust), which, in turn, company’s “status and activities with respect to its perceived lead to consumer negative responses (negative word of mouth, societal obligations” (Brown and Dacin 1997, p. 68), and most complaint behaviors, boycotting). Moreover, for corporate firms nowadays participate in CSR initiatives and report their green actions, empathy moderates elicitation of positive emo- CSR performance to various stakeholders (KPMG 2013). tions on gratitude, which, in turn, influences consumer posi- Peloza and Shang (2011) identify 177 studies relating CSR tive responses (positive word of mouth, resistance to negative to such consumer stakeholder responses as attitudes toward information, identificati