| Abstract: | This research examined factors that influence how consumers respond to prosocial marketing initiatives. Specifically, consumers' attitudes toward the societal role of corporations were examined within the context of a prosocial (an activity perceived by the consumer to benefit society) marketing action being undertaken by a corporation. The results indicate that whether a consumer believed a firm should be managed primarily for the benefit of the common good (e.g., the greater community, consumers, employees) or managed primarily for the benefit of investors significantly influenced the likelihood of store patronage. Perceived ethicality of the retailer's action also mediated the relationship between consumers' attitudes toward the societal role of corporations and the likelihood of store patronage. The marketing and societal implications of these results are discussed. |
