Purpose – The purpose of this paper is to test how framing of CSR messages, based on a value-theoretical framework, impacts consumer perception of the CSR message. Design/methodology/approach – Quantitative study in the form of an online survey strongly inspired by classical experimental design. Findings – Findings demonstrate that explicit communication of CSR framed as a corporate competence, and to some extent also as something personally relevant to the receivers, positively impacts evaluations of CSR messages and the companies behind them. Research limitations/implications – Findings indicate that CSR messages could increasingly emphasize corporate competence with a lesser focus on moral ideas and commitments, and that framing strategies can be effective in creating CSR messages that will be positively evaluated by young consumers. Originality/value – This study contributes by providing new insights into how value-based framing of CSR messages can increase credibility and relevance and thus help facilitate the complicated task of communicating CSR by way of suggesting a new CSR communication strategy framework.
Social Responsibility Journal, 2014, Vol 10, Issue 1, p. 184-206
Young consumers, Values, CSR communication, Framing, CSR communication strategies