Prior studies on high-fit corporate social responsibility programs have yield equivocal findings; some studies have shown a positive impact on desirable customer outcomes and others have shown a negative impact. To reconcile these two divergent views, this study proposes that the relationship between perceived corporate social responsibility-brand fit and sustainable customer engagement behavior is serially mediated by self-cause and/or brand integration. Furthermore, such serial mediation mechanism is moderated by environmental concern and green trust. The results of an empirical study carried out in the airline industry confirm that the link between perceived corporate social responsibility-brand fit and sustainable customer engagement behavior is serially mediated by self-cause and/or brand integration and moderated by environmental concern and green trust. Sustainable customer engagement behavior, in turn, drives customers’ extra-role, citizenship behavior that goes beyond their in-role, loyalty behavior. This study contributes to the micro-corporate social responsibility stream of cleaner production by demonstrating that the relationship between perceived corporate social responsibility-brand fit and sustainable customer engagement behavior is not straightforward and by providing a theoretical framework to better explain the psychological mechanisms and boundary conditions underlying affecting this relationship.

先前对高绩效企业社会责任计划的研究得出的结论含糊不清；一些研究表明对期望的客户结果具有积极影响，而其他研究则表明具有负面影响。为了调和这两种不同的观点，本研究建议，自我原因和/或品牌整合会顺序地调节感知到的企业社会责任与品牌的契合度以及可持续的客户参与行为之间的关系。此外，这种串行调解机制受到环境问题和绿色信任的控制。航空业进行的一项实证研究结果证实，企业社会责任感与品牌契合度与可持续客户参与行为之间的联系是由自我成因和/或品牌整合来间接调节的，而对环境的关注和绿色信任的调节则是协调的。反过来，可持续的客户参与行为会推动客户的角色外，公民行为超越其角色内，忠诚行为。