There is a general consensus that consumers shape their attitude towards a company based on its behaviour towards the society. CSR communication is an effective tool a company uses for manifesting its CSR values and reaching an agreement with consumer about CSR. As a result, it is one of the main ways how a company manages consumer relationships. The purpose of this master’s thesis is to determine the extent to which the consumer attitude towards CSR communication spills over to their attitude towards the company. We limited ourselves to four factors: consumer expectations of CSR, consumer values and CSR fit, and perceived egoistic and altruistic CSR motive. Based on the literature review, we formed a mediation model and hypotheses, which predicts that the selected factors influence the consumer attitude towards the company and moreover, that this influence is mediated by the attitude towards CSR communication. Due to the heterogeneity of the consumer group, we limited the research to millennials as they significantly differ from other groups in their values. Data was collected with a survey and analysed with the partial least squares method (PLS). We conclude that in the case of young consumers in Slovenia, their expectations of CSR, personal values and CSR fit and perceived egoistic motive for CSR affect consumer attitude towards the company. Most of this influence is mediated by the consumer attitude toward CSR communication. The research did not confirm the influence of the perceived altruistic motive for CSR on the consumer attitude towards the company. Nevertheless, our research reveals opportunities for further research and contributes to the understanding of how to design CSR communication with young consumers in order to encourage their commitment to the business.
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