Consumer Formation of CSR Image: Role of Altruistic Values

Abstract

The purpose of this study is to examine how the consumer constructs the CSR image of their banking company in their mind. This study is quantitative in nature. Data were collected using a personal survey of bank customers through a structured questionnaire. The current study employed structural equation modeling (SEM) for testing the proposed hypothesized model. The findings drawn from the present study show that altruistic values have a significant role in corporate credibility, which is an important antecedent of the customer formation of CSR images. The contribution of the present study lays in making explicit the moderating role of altruistic values, in terms of their effects on consumer trustworthiness and expertise, in the consumer formation of CSR images.