How consumers perceive corporate social responsibility initiatives? A research from consumer skepticism perspective

The aim of this research is to determine the profiles of consumers' perceptions about corporate social responsibility (CSR) initiatives from the perspective of skepticism. It is also asked for the question of whether the brand loyalty of consumers with different profiles differed. The population of the research consists of consumers over the age of 18 residing in the city center of Sivas. It is reached to 634 consumers with convenience sampling. The questionnaire method was used to collect the data. In the analysis of the data, Explanatory Factor Analysis, Cluster Analysis, One Way Variance Analysis, Chi-square Analysis were used. It is determined that the dimensions of skepticism as agent knowledge, topic knowledge, persuasion knowledge and opposition of promotion, dimensions of brand loyalty as cognitive, affective, action and multi-brand loyalty. Participants are divided into four clusters according to the tendencies of skepticism: social responsibility and communication opponents, moderate skeptics, social responsibility and communication supporters, trustors. Social responsibility and communication opponents do not doubt that the business considers the interests of the society. But they are very skeptical that the business is using social responsibility campaigns as a tactical tool and their cognitive, emotional and behavioral brand loyalty are low, multi-brand loyalty is relatively higher than other loyalty dimensions. Moderate skeptics show moderate level in all skepticism and brand loyalty dimensions. Social responsibility and communication supporters have low skepticism about the sincerity, utility of social responsibility applications and use as means of promotion while they are highly skeptical about the view of the business on community issues. Their brand loyalty levels are higher than other clusters. Trustors have the low level of skepticism in all dimensions. In general, the level of their loyalty is also low. In the direction of the results, suggestions were made for implementation and future research.