Consumer social responses to CSR initiatives versus corporate abilities

Abstract Purpose – Consumer responses to corporate social responsibility (CSR) initiatives when compared to consumer responses to corporate abilities (CA) have been elusory. Relevant empirical research on the subject shows unclear results. The objective of this research is to examine key antecedents to consumer social responses (CnSR), in particular, the comparative effects of CSR initiatives and CA in the consumer purchasing behavior. Design/methodology/approach – A choice‐based conjoint model was applied to quota consumer samples from two disparate countries (USA and Peru) in the shoe industry. Findings – The results demonstrate that some CSR initiatives, such as companies' environmental commitments, along with some CA, such as product quality, significantly explain the nature of consumer responses and a trade‐off effect on consumers' willingness to pay for a product. The differences between the two countries, and those expected for gender and age, strengthen the relationships tested. Practical implications – Implications for CSR policies, limitations of the findings, and considerations for future research supplement the contribution. Originality/value – Trade‐off measures between traditional product features, that depend on CA, and CSR product features, that depend on CSR initiatives, are used to show why consumers prefer CSR products to other products.