Skepticism toward CSR: A cross-cultural perspective

Hyejoon Rim

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This study investigates publics perceptions of Corporate Social Responsibility (CSR) in the U.S., U.A.E., and South Korea by employing a cross-sectional survey (N=1,121). Based on previous literature that identified the sources of CSR skepticism (i.e., skepticism toward management, ulterior motives, communication, sincerity, informative preferences, and outcomes), the study compares relevant sources of CSR skepticism in three selected countries. In addition, the study examined the relationships between the sources of skepticism and the publics’ CSR supportive intention. The results showed that the extent of skepticism in each source differed by countries. Consumers in South Korea showed a higher degree of skepticism across the sources. In the U.A.E., the study found that skepticism toward communication was predominant. Compared with the U.A.E. and South Korea, U.S. participants showed lower skepticism toward CSR overall, but they were more skeptical toward CSR outcomes and less likely to show CSR supportive intentions. Practical and theoretical implications are also discussed.
Original languageEnglish (US)
JournalPublic Relations Journal
Issue number4
StatePublished - 2018


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