Exploring the impact of corporate social responsibility on consumer engagement: a mediation-moderation approach

Abstract

Purpose – This study examines the impact of corporate social responsibility (CSR) on consumer brand engagement (CBE) through the mediation of consumer-perceived value (CPV) in the context of Vietnamese agri-food industry, a developing country. Moreover, the moderating role of brand reputation (BR) is also investigated. Design/methodology/approach –The study employs an empirical survey-based quantitative approach. The data are collected from 379 Vietnamese agri-food consumers and analyzed by partial least squares – structural equation modeling (PLS-SEM). Findings – The findings indicate that environmental CSR (ENR), economic CSR (ECR), and social CSR (SCR) dimensions significantly enhance consumer-perceived functional (FV), emotional (EV), and social (SV) values. In turn, three aspects of CPV positively impact CBE and mediate the influence of CSR dimensions on CBE. Also, BR significantly moderates the connection between FV and CBE. Practical implications – The study provides agri-food brand managers with practical implications to develop effective marketing campaigns that highlight the brands' CSR activities and robust BR. These efforts can boost CPV and enhance CBE. Furthermore, Vietnamese policymakers may employ this study's findings to establish CSR-related policies within the agri-food sector. Originality/value – This study enriches the literature regarding the effect of various CSR dimensions on CBE with the mediating and moderating effect of CPV and BR in the context of Vietnamese agri-food sector.