Figure 1
The model begins with an oval on the left labeled “C S R certification (with versus without)”. A rightward arrow labeled “H 3 (positive)” connects “C S R certification” to a text box in the center labeled “C S R skepticism”. From the central text box, two diagonal rightward arrows emerge. The first arrow, labeled “H 4 (negative)”, connects to a text box at the top right labeled “C S R communication authenticity”. The second arrow, labeled “H 5 (negative)”, connects to a text box below it labeled “C S R communication credibility”. Two rightward arrows also emerge from the oval “C S R certification”. The first rightward arrow, labeled “H 1 (positive)”, emerges from the top and connects directly to “C S R communication authenticity”. The second rightward arrow, labeled “H 2 (positive)”, emerges from the bottom and connects directly to “C S R communication credibility”.Conceptual model