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Corporate Social Responsibility (CSR) skepticism is examined in marketing literature, but the understanding of its role in the domain of CSR is lacking. Previous studies revealed that consumers compensate for the companies that engage in CSR activities, but the level of CSR skepticism inhibits the success of CSR programs. This paper describes the antecedents and consequences of CSR skepticism. The antecedents conclude the motives that affect the level of consumer skepticism about CSR programs, while the consequences examined the relationships between CSR skepticism and some outcome variables through two broad dimensions; the companies and consumer behaviors. The results have demonstrated the expected direction force of the motives on CSR skepticism, and the expected consequences of CSR skepticism on both the companies and the consumer behaviors. The findings have indicated that it is not sufficient for a company to solely engage in CSR, but they must also take into account the level or extent of CSR skepticism. This paper contributes to the literature by examining the antecedents and consequences of CSR skepticism, by integrating a framework of research on an important topic, and by offering broad paths for further research.
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PublisherLuminous Insights LLC, USA.
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