Consumer responses to corporate social responsibility (CSR) initiatives : evaluating the CSR strategy of controversial industry on consumer attitude and behavioural intentions in Indonesia

This study is aimed at evaluating the effect of CSR strategy of controversial organization on consumer attitudes and behavioural intentions and to and to observe the effect of smoking behaviour toward controversial organization. By mean of online experiments on fictitious companies, this study conducted using snowball sampling involving 274 Indonesian respondents whose is between 18 to 35 years of age. Result from this study are that CSR strategies of controversial organizations have significant impact on positive consumers’ attitudes and behavioural intentions, particularly on corporate reputations, attitudes toward company and CSR judgment. However there is no significant different impact between high and low-it CSR initiatives on consumers’ attitudes and behavioural intentions and no CSR conditions. This implies that tobacco industry as controversial organization is not perceived negatively by Indonesians. Furthermore, there is significant difference between smokers and non-smokers in perceiving tobacco industry, in which non-smokers perceived tobacco industry as less favourable. Nevertheless, this attitudes and behavioural intentions do not differ across conditions.