This research challenges the notion that luxury and CSR are incompatible by investigating whether and under what conditions consumers react positively to different kinds of CSR initiatives among luxury companies. Extending Carroll's four-dimension model of CSR, we argue that some CSR initiatives, namely those in the economic and ethical dimensions, are less noticeable and visible to consumers than those in the legal and philanthropic dimensions. We categorized the former as “internal” dimensions and the latter as “external” dimensions as part of a novel classification of Carroll's four CSR dimensions. To test our hypotheses, we conducted three experiments – one in a laboratory, one online and one in the field – with a total of 461 respondents. Our results demonstrate that luxury companies' external (compared to internal) CSR initiatives increase consumers' willingness to buy; this effect is accentuated for consumers with higher status and conspicuous consumption orientation.

这项研究通过调查消费者是否以及在何种条件下对奢侈品公司中不同种类的CSR计划做出积极反应，从而挑战了奢侈品与CSR不兼容的观念。扩展卡洛尔的企业社会责任四维度模型后，我们认为，与法律和慈善方面的举措相比，某些企业社会责任举措（即在经济和道德方面的举措）对消费者的吸引力和可见性较小。我们将前者归类为“内部”维度，将后者归类为“外部”维度，这是对卡洛尔的四个企业社会责任维度进行新颖分类的一部分。为了检验我们的假设，我们进行了三个实验，一个在实验室，一个在线，一个在野外，共有461名受访者参加。我们的结果表明，奢侈品公司的 外部（与内部相比）企业社会责任倡议提高了消费者的购买意愿；具有较高地位和明显的消费倾向的消费者会加重这种影响。