Frontline employees as corporate social responsibility (CSR) ambassadors: A quasi-field experiment

Edinger-Schons, Laura Marie ; Lengler-Graiff, Lars ; Scheidler, Sabrina ; Wieseke, Jan

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Document Type: Article
Year of publication: 2019
The title of a journal, publication series: Journal of Business Ethics
Volume: 157
Issue number: 2
Page range: 359-373
Place of publication: Dordrecht
Publishing house: Springer
ISSN: 0167-4544 , 1573-0697
Publication language: English
Institution: Business School > Sustainable Business (Edinger-Schons 2015-2022)
Subject: 330 Economics
Keywords (English): Corporate social responsibility (CSR) , CSR communication , In-store communication , Boundary-spanning agents , Frontline employees , CSR ambassadors , CSR-related training of employees , Managers’ personal support
Abstract: As past research has identified frontline employees as the primary communicators of a company’s CSR, this paper reports on a large-scale quasi-field experiment aimed at gaining a deeper understanding of the levers of successful in-store, point-of-sale, CSR communication. In cooperation with a large international retailer, the authors analyzed the effects of varying in-store CSR communication strategies in 48 unique stores, combining data from a customer survey (N = 38,999), company records of customers’ real visits and purchases, and interviews with store managers. Taking into account the nested structure of the data, the authors reveal that CSR-related training of frontline employees bestows its favorable effect on customers and customer behavior only if it is accompanied by the store managers’ personal support for CSR.

Economic SustainabilitySDG 8: Decent Work and Economic Growth

Dieser Eintrag ist Teil der Universitätsbibliographie.

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