Attitude Toward the Company (Social Responsibility)

What it measures

A five-item scale measuring the degree to which a consumer believes a company is genuinely committed to social welfare and corporate citizenship. Items assess perceived legitimacy of the company's engagement with a cause, overall social responsibility, good corporate citizenship, the importance placed on helping others, and the extent to which promotional activities benefit the cause rather than the company. The scale is particularly suited to cause-related marketing and corporate social responsibility research.

Representative items

• This is a socially responsible company.
• This company is a good corporate citizen.
• Helping others appears important to this company.

Citation

Folse, Judith Anne Garretson, Ronald W. Niedrich, and Stacy Landreth Grau (2010). Cause-retailing marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295–309.