This study investigated consumer responses to LGBTQ+ specific diversity CSR, taking into account different levels of CSR engagement and perceived CSR fit. Perceived motives were considered as a mediator in the process.
An online experiment was conducted using real consumer samples (n = 376).
As companies actively demonstrate corporate values to promote LGBTQ+ human rights, consumers recognized that LGBTQ+ diversity CSR was being pursued out of altruistic motives for social good stemming from business ethics and morals. In addition, it was found that the more active the LGBTQ+ diversity CSR practice, the higher the evaluation of the company among consumers. Regarding CSR fit, perceived fit in LGBTQ+ diversity had a significant effect on both the consumer perception of CSR motive and the company evaluation. In addition to these direct impacts of CSR level and CSR fit, these two factors indirectly influenced corporate evaluation through perceived motivation and consequently affected purchase intention.
Despite drastic changes in the legal and social environment related to LGBTQ+ diversity, there are few studies on how consumers will react when companies actively or passively participate in or hesitate and oppose CSR on LGBTQ+ diversity. By presenting empirical evidence of consumer response to LGBTQ+ CSR, this study provided business managers and public relations professionals with the insights they need to make informed decisions about the extent to which they engage in LGBTQ+ diversity CSR.
