The Price of Corporate Social (Ir)Responsibility: Consumers’ Willingness to Pay for Domestic vs. Foreign Brands and the Role of Consumer Dispositions

Ilona Szöcs, Maria Montanari, Felipe Zambaldi

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


This paper examines the effect of corporate social (ir)responsibility (CSR/I) on brand attitude and consumers’ willingness to pay (WTP) while considering the role of consumer xenocentrism (C-XEN) and consumer ethnocentrism (CET). Our findings show that responsible brands boost brand attitude and WTP. Yet, despite lower brand attitudes displayed for irresponsible brands, consumers are willing to pay the same amount of money for such brands as they are willing to pay for brands not engaged in CSI. We also find that while the negative effect of CSI on WTP is fully mediated by brand attitude irrespective of brand origin, the positive effect of CSR via brand attitude is limited to domestic brands. Finally, consumer dispositions play a marginal role in their interplay with CSI: foreign brands’ transgressions interact with CET negatively, increasing consumers’ willingness to punish such brands. Implications for theory and practice are considered and suggestions for future research are made.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy : EMAC 2023 Annual Conference
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2023
Article number113656
Publication statusPublished - 2023
EventThe 52nd EMAC Annual Conference 2023 - University of Southern Denmark, Odense, Denmark
Duration: 23 May 202326 May 2023
Conference number: 52


ConferenceThe 52nd EMAC Annual Conference 2023
LocationUniversity of Southern Denmark
Internet address
SeriesProceedings of the European Marketing Academy

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