The Impact of Product‐Related CSR on Brand Attitude: A Chinese Localized Emotional Perspective

Integrating corporate social responsibility (CSR) into product attributes has become an important strategic approach for firms to cultivate differentiated competitive advantages. Grounded in perceived value theory, this study examines the influence of product‐related CSR on consumer brand attitude, as well as the mediating roles of Chinese localized emotions (natural affection and obliged affection) and the moderating role of technological innovation. The results indicate that product‐related CSR exerts a significantly positive effect on consumer brand attitude. Natural affection and obliged affection partially mediate the relationship between product‐related CSR and consumer brand attitude, with the mediating effect of obliged affection exceeding that of natural affection. Moreover, the indirect effects of product‐related CSR on consumer brand attitude through natural affection and obliged affection are positively moderated by technological innovation. The findings verify the effectiveness of product‐related CSR in shaping consumer responses, enrich the emotional mechanism explanation of CSR consumer behavior research within the Chinese cultural context, and provide valuable managerial implications for firms in formulating differentiated CSR strategies and product practices.