The Role of Ethical Evaluation of Corporate Social
Responsibility in the Perception of Corporate
Hypocrisy, the Intention of Opinioned
Communication and Behavior toward a Firm
Corporate hypocrisy refers to publics’ negative perception of CSR (Corporate Social Responsibility) as a result of ethical attribution of CSR to normative ethics, and thus can be a useful indicator of the disappointing and ineffective role of CSR programs geared toward raising publics’ goodwill toward a firm. However, scant scholarly effort has been made to explore the concept of corporate hypocrisy in relation to corporate issues and crises, publics’ ethical orientation, cultural and national influence, and polarized sentiments toward global business in the media landscape. These aspects collectively constitute the unpredictable, uncontrollable public opinion, in particular the opinion of the socially minded general public, and these aspects thus generate a turbulent business arena across the globe.
To fill this void, this dissertation concurrently conducted two sets of research: one used a survey methodology on a real company’s CSR case and the other used an experimental method. […]