I Can Talk: Corporate Moral Responsibility, Word-of-Mouth, and Shared Values

Authors

Gargi Bhaduri
Saheli Goswami, University of Rhode IslandFollow

Document Type

Article

Date of Original Version

2023

Department

Textiles, Fashion Merchandising and Design

Abstract

This study investigated how inconsistencies between corporate moral responsibility (CMR) messages and CMR actions undertaken by corporations impact consumers’ positive and negative word-of-mouth (PWOM and NWOM) intentions using the expectancy violation theory. It also investigated the moderation effect of different types of CMR issues and consumers’ shared values on the relation. Analyses of data collected from 1296 U.S. consumers revealed that participants’ word-of-mouth (WOM) intentions, both positive and negative, were impacted by inconsistencies between CMR initiatives and actions. When inconsistency was absent, highest PWOM intention was generated for issues related to workers and least for shareholders. Shared values significantly moderated the relation as well. When CMR message action was consistent, PWOM intention was higher for participants with high shared value (vs. low shared value). These findings add knowledge to the literature of CMR and guide corporate CMR-related communications.

Publication Title, e.g., Journal

Clothing and Textiles Research Journal

Citation/Publisher Attribution

Bhaduri, G. & Goswami, S. (accepted for publication). I Can Talk: Corporate moral responsibility, word-of-mouth, and shared values. Clothing Textiles and Research Journal. doi 10.1177/0887302X231159097

Available at: https://doi.org/10.1177/0887302X231159097