Purpose Amid growing consumer scepticism toward symbolic corporate social responsibility (CSR) initiatives, this study aims to investigate how the strength of retailers' CSR commitment – operationalised as either weak (reflected in the signalling of nationally sourced organic private-label products (PLPs) on shelves) or strong (reflected in the delisting of non-nationally sourced organic PLPs) – influences consumer perceptions and behaviours. Specifically, it examines how the level of CSR commitment moderates the relationship between consumer perceptions of retailers' CSR and their actual purchases of organic PLPs. Design/methodology/approach The research combines a qualitative exploratory study with a laboratory experiment involving 315 participants. The qualitative phase, drawing on 20 semi-structured interviews, examines how consumers perceive CSR actions as reflecting either weak or strong commitment. The experimental phase uses a between-subjects design to compare two conditions: shelf signage (weak commitment) and product delisting (strong commitment). Participants' perceptions of CSR, trust in organic private labels (PLs), behavioural intentions and actual purchases of organic PLPs are measured and analysed using partial least squares structural equation modelling and multigroup analysis. Findings Results show that strong CSR commitment – manifested through the voluntary delisting of non-nationally sourced organic PLPs – leads to higher perceived respect for consumers and suppliers, greater trust in the organic PL and increased purchases of organic PLPs. Trust and behavioural intentions fully mediate the relationship between perceived CSR and actual purchases. Originality/value This study conceptualises CSR as a continuum of commitment and demonstrates that the strength of CSR actions significantly shapes consumer responses. It contributes to CSR and retail literature by highlighting the importance of signal credibility and the strategic value of substantial CSR initiatives.
Untilov et al. (Thu,) studied this question.