Corporate volunteering programs and consumer perceptions: an information processing perspective

Abstract

Purpose– The purpose of this study is to understand how consumers perceive corporate volunteering programs. In particular, the author examines the moderating role of information processing and customer relationship status on consumer attitudes towards two types of volunteering programs: employee vs customer. Design/methodology/approach– Using a scenario method, the author manipulated customer relationship status and program type while information processing was measured. Findings– The author's results demonstrate that elaborate processing has a positive impact on credibility of the program and altruistic motivation of the firm. Less involved processing led to lower favorable trait attributions with employee rather than customer-based volunteering programs. Finally, relationship type moderated the impact of program type on attitudes towards the company. Originality/value– These findings contribute to the understanding of customer reactions to corporate volunteering programs by examining the ways in which processing level, loyalty status, and program type interact to influence the customer's perception of the company.