Title: THE EFFECT OF CORPORATE HYPOCRISY ON BELIEFS IN CORPORATE SOCIAL RESPONSIBILITY, ATTITUDES AND CONSUMER LOYALTY
Author: PRINCESS MAHANANI
Affiliations : Master of Management Science Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Companies are currently competing to carry out CSR, these activities are packaged in several types of activities, one of which is environmental awareness activities carried out by retail companies. One thing that needs to be considered regarding the environmental awareness activities shown by each existing retail company is their consistency in showing themselves as companies that care about the environment. The consistency referred to in this case is the conformity between statements issued and actions carried out. If there is a mismatch between words and actions carried out by the company then this leads to a term called corporate hypocrisy. Corporate hypocrisy in this case is able to influence consumer attitudes towards the company. Regarding the impact that can be caused by corporate hypocrisy, this research seeks to examine the influence of corporate hypocrisy on CSR beliefs, attitudes and consumer loyalty. This research design uses an experimental design, with the Partial Least Square (PLS) statistical test tool. The results of the analysis show that corporate hypocrisy influences a person's belief in CSR carried out by the company and loyalty, but does not directly influence consumer attitudes towards the company.
Keywords: CSR, corporate hypocrisy, the CSR belief, attitude, loyalty
Sources: http://repository.unair.ac.id/37235/
