A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: the role of ethical standard and value relevance

Abdelmoety, ZH, Aboul-Dahab, S and Agag, G ORCID: https://orcid.org/0000-0002-5513-0828, 2022. A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: the role of ethical standard and value relevance. Journal of Retailing and Consumer Services, 64: 102796. ISSN 0969-6989

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Abstract

Factors promoting customer citizenship behaviour are of great interest to both practitioners and academics because customer citizenship behaviour is a notable driver of business success. This study examines the role of value relevance and ethical standards in shaping consumers perceptions about retailers commitment to corporate social responsibility (CSR) and its effects on customer citizenship behaviour under different cultural contexts. It also examines the critical role of personality in shaping citizenship behaviours. Data from the UK and Egyptian consumers were collected and analysed. Data were collected from 1757 consumers and analysed using structural equation modelling (PLS/SEM). The findings indicated that value relevance and ethical standards are key drivers of retailer commitment to CSR, which in turns lead to customer citizenship behaviour. Moreover, the multiple-group analysis revealed that the degree of effect of these variables on customer citizenship behaviour differs between customers in Egypt and the UK. Specifically, the effect of value relevance and ethical standards on retailer commitment to CSR is stronger for the Egyptian customers than for the UK customers, while, CSR has stronger effects on customer citizenship behaviour for the British consumers than for the Egyptian customers. The managerial and theoretical implications were identified.

Item Type:	Journal article
Publication Title:	Journal of Retailing and Consumer Services
Creators:	Abdelmoety, Z.H., Aboul-Dahab, S. and Agag, G.
Publisher:	Elsevier BV
Date:	January 2022
Volume:	64
ISSN:	0969-6989
Identifiers:	Number Type 10.1016/j.jretconser.2021.102796 DOI 1505199 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	10 Jan 2022 09:27
Last Modified:	15 Apr 2023 03:00
URI:	https://irep.ntu.ac.uk/id/eprint/45197

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