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<p>There has been a veritable explosion in research on consumer responses to corporate social responsibility (CSR) in the 25 years since Sen and Bhattacharya (2001). This paper provides a comprehensive sense for what we know about this topic today, organizing it in terms of CSR inputs, CSR outcomes and, importantly, the psychological levers of understanding, utility, and unity connecting the inputs to the outcomes. Our analysis paints a rich picture of how consumers perceive, benefit from, and bond with companies engaging in CSR, identifying key drivers, moderators, and a broad set of outcomes impacting both companies and consumers. The paper also takes stock of extant research to propose directions for continued research, from a unified morality-based theoretical lens to substantive domains. Finally, the paper offers some actionable implications for companies seeking to build meaningful, resilient bonds with their consumer through authentic, values-driven CSR.</p>

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Doing better at doing good: A unifying framework for consumer responses to corporate social responsibility

  • 期刊论文

  • 发表日期：

    2026年6月3日

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  • CB Bhattacharya,
  • Sankar Sen,
  • Diogo Hildebrand,
  • Kristin Lindrud

摘要

There has been a veritable explosion in research on consumer responses to corporate social responsibility (CSR) in the 25 years since Sen and Bhattacharya (2001). This paper provides a comprehensive sense for what we know about this topic today, organizing it in terms of CSR inputs, CSR outcomes and, importantly, the psychological levers of understanding, utility, and unity connecting the inputs to the outcomes. Our analysis paints a rich picture of how consumers perceive, benefit from, and bond with companies engaging in CSR, identifying key drivers, moderators, and a broad set of outcomes impacting both companies and consumers. The paper also takes stock of extant research to propose directions for continued research, from a unified morality-based theoretical lens to substantive domains. Finally, the paper offers some actionable implications for companies seeking to build meaningful, resilient bonds with their consumer through authentic, values-driven CSR.