Consumer Participation in Environmental CSR : The Role of Participation Level and Consumer Attribution in Perceived Green Innovation and Greenwashing

Yunjeong Ahn

doi:10.16914/kjapr.2026.28.2.138

April 30, 2026The Korean Journal of Advertising and Public Relations

Consumer Participation in Environmental CSR : The Role of Participation Level and Consumer Attribution in Perceived Green Innovation and Greenwashing

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Key Points

This research aims to explore how different levels of consumer effort influence perceptions of green innovation and greenwashing in corporate social responsibility (CSR) campaigns.
2x2 experimental design comparing high vs. low effort levels and internal vs. external consumer attribution.
Conducted two experiments to assess participation intention based on effort levels and consumer attributions.
Participants with internal attribution showed higher positive participation intention at high effort vs. low effort.
Participants with external attribution had higher positive participation intention at low effort vs. high effort.
The influence of effort and consumer attribution on participation intention is mediated by perceived green innovation and greenwashing.

Implication

Investigates the impact of effort levels on consumer participation and perceptions in CSR campaigns, suggesting implications for marketing strategies.

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Cite This Study

Yunjeong Ahn (2026) studied this question.

synapsesocial.com/papers/6a080969a487c87a6a40b43d https://doi.org/10.16914/kjapr.2026.28.2.138

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Consumer Participation in Environmental CSR : The Role of Participation Level and Consumer Attribution in Perceived Green Innovation and Greenwashing

Key Points

Implication

Abstract

Discussion

Cite This Study

Consumer Participation in Environmental CSR : The Role of Participation Level and Consumer Attribution in Perceived Green Innovation and Greenwashing

Key Points

Implication

Abstract

Discussion

Cite This Study

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