Corporate citizenship and its impact upon consumer moralisation, decision-making and choice

Morven G. Mceachern

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


Businesses are increasingly embracing corporate citizenship strategies. However, the empirical literature surrounding consumer responses to such practices features many contradictions concerning their impact. As a result, many businesses are uncertain about the extent to which they should commit resources to these activities to influence a positive response from consumers. Therefore, this paper seeks to address this gap by exploring consumers’ awareness of varying levels of corporate citizenship activities and assessing their moral responses to such efforts. Using a combination of qualitative methods and projective techniques with a broad cross-section of 20 consumers, the results help to shed light on the impact of corporate citizenship activities upon moral recognition, consumer decision-making and choice
Original languageEnglish
Pages (from-to)430-452
Number of pages23
JournalJournal of Marketing Management
Issue number3-4
Early online date7 Nov 2014
Publication statusPublished - 12 Feb 2015
Externally publishedYes


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